Construct measurement
| Construct and measurement item source | Measurement items |
|---|---|
| Brand Awareness Keller (2001; 2002; 2008) | This brand is very easy to recognise |
| This brand is popular | |
| I know where I can buy this brand | |
| Brand Performance Keller (2001; 2002; 2008) | Compared with other brands in the product category, this brand satisfies my basic needs |
| This brand is reliable for me | |
| I like the look, feel and other design aspects of this brand | |
| Brand Image Keller (2001; 2002; 2008) | I give respect to the people who use this brand |
| I like the people who use this brand | |
| I feel that I grew up with this brand | |
| Brand Judgment Keller (2001; 2002; 2008) | This is the good value brand |
| This is very innovative brand | |
| Personally this brand is relevant for me | |
| This is unique brand | |
| This is superior brand as compared to other brands in the product category | |
| Brand Feelings Keller (2001; 2002; 2008) | This brand gives me a feeling of fun |
| This brand gives me a feeling of security | |
| This brand gives me a feeling of social approval | |
| This brand gives me a feeling of self respect | |
| Brand Loyalty Keller (2001; 2002; 2008) | I consider myself loyal to this brand |
| I buy this brand whenever I can | |
| This is the one brand I would prefer to buy | |
| Brand Attachment Keller (2001; 2002; 2008) | I really love this brand |
| I would really miss this brand if it went away | |
| This brand is special to me | |
| This brand is more than a product to me | |
| Brand Community Keller (2001; 2002; 2008) | I really identify with people who use this brand |
| I feel as if I almost belong to a club with other users of this brand | |
| This is a brand used by people like me | |
| I feel a deep connection with others who use this brand | |
| Brand Engagement Keller (2001; 2002; 2008) | I really like to talk about this brand to others |
| I am always interested in learning more about this brand | |
| I am proud to have others know I use this brand | |
| I like to visit the Web site for this brand | |
| Compared with other people, I follow news about this brand closely | |
| Brand Satisfaction (Kuikka and Laukkanen (2012) | I am pleased with this brand |
| I am happy with this brand | |
| I am contented with this brand | |
| Overall, I am satisfied with this brand | |
| Brand Trust (Chaudhuri and Holbrook (2001) | I trust this brand |
| I rely on this brand | |
| This is an honest brand | |
| This brand is safe |
| Construct and measurement item source | Measurement items |
|---|---|
| Brand Awareness | This brand is very easy to recognise |
| This brand is popular | |
| I know where I can buy this brand | |
| Brand Performance | Compared with other brands in the product category, this brand satisfies my basic needs |
| This brand is reliable for me | |
| I like the look, feel and other design aspects of this brand | |
| Brand Image | I give respect to the people who use this brand |
| I like the people who use this brand | |
| I feel that I grew up with this brand | |
| Brand Judgment | This is the good value brand |
| This is very innovative brand | |
| Personally this brand is relevant for me | |
| This is unique brand | |
| This is superior brand as compared to other brands in the product category | |
| Brand Feelings | This brand gives me a feeling of fun |
| This brand gives me a feeling of security | |
| This brand gives me a feeling of social approval | |
| This brand gives me a feeling of self respect | |
| Brand Loyalty | I consider myself loyal to this brand |
| I buy this brand whenever I can | |
| This is the one brand I would prefer to buy | |
| Brand Attachment | I really love this brand |
| I would really miss this brand if it went away | |
| This brand is special to me | |
| This brand is more than a product to me | |
| Brand Community | I really identify with people who use this brand |
| I feel as if I almost belong to a club with other users of this brand | |
| This is a brand used by people like me | |
| I feel a deep connection with others who use this brand | |
| Brand Engagement | I really like to talk about this brand to others |
| I am always interested in learning more about this brand | |
| I am proud to have others know I use this brand | |
| I like to visit the Web site for this brand | |
| Compared with other people, I follow news about this brand closely | |
| Brand Satisfaction | I am pleased with this brand |
| I am happy with this brand | |
| I am contented with this brand | |
| Overall, I am satisfied with this brand | |
| Brand Trust | I trust this brand |
| I rely on this brand | |
| This is an honest brand | |
| This brand is safe |
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