Table II Scales for the measurement of... | Emerald Publishing

Table II

Scales for the measurement of OBBE

Theme	Question	Source
Brand awareness	I can recognise Brand X among other competing brands	Yoo and Donthu (2001) Atilgan et al. (2005) Bravo Gil et al. (2007)
Brand associations	Some characteristics of Brand X come to my mind quickly	Yoo and Donthu (2001) Atilgan et al. (2005) Bravo Gil et al. (2007)
Brand associations	I can quickly recall the symbol or logo of Brand X
Perceived quality	Brand X is good quality	Atilgan et al. (2005) Lehmann et al. (2008)
Perceived quality	Brand X performs well	Atilgan et al. (2005) Lehmann et al. (2008)
Innovation	Brand X is innovative	Lehmann et al. (2008)
Innovation	Brand X constantly improves its products	Lehmann et al. (2008)
Differentiation	Brand X stands out from its competitors	Lehmann et al. (2008)
Differentiation	Brand X is in a class by itself	Lehmann et al. (2008)
Relevance	Brand X is relevant to me	Lehmann et al. (2008)
Relevance	Brand X fits my lifestyle	Lehmann et al. (2008)

Theme	Question	Source
Brand awareness	I can recognise Brand X among other competing brands	Yoo and Donthu (2001)Atilgan et al. (2005)Bravo Gil et al. (2007)
Brand associations	Some characteristics of Brand X come to my mind quickly	Yoo and Donthu (2001)Atilgan et al. (2005)Bravo Gil et al. (2007)
Brand associations	I can quickly recall the symbol or logo of Brand X
Perceived quality	Brand X is good quality	Atilgan et al. (2005)Lehmann et al. (2008)
Perceived quality	Brand X performs well	Atilgan et al. (2005)Lehmann et al. (2008)
Innovation	Brand X is innovative	Lehmann et al. (2008)
Innovation	Brand X constantly improves its products	Lehmann et al. (2008)
Differentiation	Brand X stands out from its competitors	Lehmann et al. (2008)
Differentiation	Brand X is in a class by itself	Lehmann et al. (2008)
Relevance	Brand X is relevant to me	Lehmann et al. (2008)
Relevance	Brand X fits my lifestyle	Lehmann et al. (2008)