Constructs and measures
| Main study – Independent variables | ||
|---|---|---|
| Constructs | Items | Sources |
| Brand purchase likelihood (BPL) | I would buy it I would certainly buy it | Dodds et al. (1991) |
| Brand quality (BQ) | This is a very well-made brand This brand shows a very high level of overall quality This brand has consistent quality | Sweeney and Soutar (2001) |
| Brand familiarity (BF) | This brand is very familiar to me I’m very knowledgeable about this brand I have seen many advertisements about this brand in Mexican magazines and mass media such as TV | Steenkamp et al. (2003) |
| Brand attitude (BA) | I like this brand I have a positive opinion of it This brand seems attractive (adapted) | Batra et al. (2000) |
| Brand image (BI) | This brand has a very good image This brand is one of the best in the market (adapted) | Batra et al. (2000) and Pina et al. (2010) |
| Brand as social signalling value (BSSV) | This brand would help me feel trendy/up-to-date I think it is particularly appropriate to use this brand in social contexts This brand could improve how I'm perceived (adapted) | Zhou et al. (2010) |
| Main study – Independent variables | ||
|---|---|---|
| Constructs | Items | Sources |
| Brand purchase likelihood (BPL) | I would buy it | |
| Brand quality (BQ) | This is a very well-made brand | |
| Brand familiarity (BF) | This brand is very familiar to me | |
| Brand attitude (BA) | I like this brand | |
| Brand image (BI) | This brand has a very good image | |
| Brand as social signalling value (BSSV) | This brand would help me feel trendy/up-to-date | |
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