Construct operationalization
| Constructs | Cronbach’s α | Main sources |
|---|---|---|
| COO image | 0.883 | Shirin and Kambiz (2011) |
| The product quality of this country is high level | ||
| It is great to have the product of this country | ||
| The product of this country is reliable | ||
| Brand distinctiveness | 0.814 | Yasin et al. (2007) |
| I associate X with dynamism | ||
| I associate X with high technology | ||
| I associate X with innovativeness | ||
| WOM | 0.837 | Murtiasih et al. (2014) |
| People talk in detail when telling about brand X | ||
| Many people recommended brand X | ||
| I only hear positive things about brand X | ||
| No one warned me of disadvantages when deciding to purchase brand X | ||
| I got recommendations from friends/family/experts to buy brand | ||
| I never heard negative things about brand X | ||
| OBE | 0.916 | Yoo and Donthu (2001) |
| It makes sense to buy X instead of any other brand, even if they are the same | ||
| Even if another brand has the same features as X, I would prefer to buy X | ||
| If there is another brand as good as X, I prefer to buy X | ||
| If another brand is not different from X in any way, it seems smarter to purchase X | ||
| Brand awareness/Association | 0.916 | Yasin et al. (2007) |
| I know how the symbol of brand X looks like | ||
| I have no difficulties in imagining X in my mind | ||
| I can quickly recall the symbol or logo of X | ||
| I have an opinion about this brand | ||
| Perceived quality | 0.952 | Loureiro and Kaufmann (2017) |
| Brand X offers very good quality products | ||
| Brand X offers products of consistent quality | ||
| Brand X offers very reliable products | ||
| Brand X offers products with excellent features | ||
| Brand loyalty | 0.886 | Murtiasih et al. (2014) |
| I always choose brand X as the first choice | ||
| I want to choose brand X when purchasing a beer | ||
| I consider myself as loyal to brand X | ||
| I feel disposed to pay higher price for brand X although other brands have similar characteristics | ||
| I would not shift to another brand when brand X is available at the store | ||
| I will re-think repeatedly about buying another brand even if they have similar characteristics |
| Constructs | Cronbach’s | Main sources |
|---|---|---|
| 0.883 | ||
| The product quality of this country is high level | ||
| It is great to have the product of this country | ||
| The product of this country is reliable | ||
| 0.814 | ||
| I associate X with dynamism | ||
| I associate X with high technology | ||
| I associate X with innovativeness | ||
| 0.837 | ||
| People talk in detail when telling about brand X | ||
| Many people recommended brand X | ||
| I only hear positive things about brand X | ||
| No one warned me of disadvantages when deciding to purchase brand X | ||
| I got recommendations from friends/family/experts to buy brand | ||
| I never heard negative things about brand X | ||
| 0.916 | ||
| It makes sense to buy X instead of any other brand, even if they are the same | ||
| Even if another brand has the same features as X, I would prefer to buy X | ||
| If there is another brand as good as X, I prefer to buy X | ||
| If another brand is not different from X in any way, it seems smarter to purchase X | ||
| 0.916 | ||
| I know how the symbol of brand X looks like | ||
| I have no difficulties in imagining X in my mind | ||
| I can quickly recall the symbol or logo of X | ||
| I have an opinion about this brand | ||
| 0.952 | ||
| Brand X offers very good quality products | ||
| Brand X offers products of consistent quality | ||
| Brand X offers very reliable products | ||
| Brand X offers products with excellent features | ||
| 0.886 | ||
| I always choose brand X as the first choice | ||
| I want to choose brand X when purchasing a beer | ||
| I consider myself as loyal to brand X | ||
| I feel disposed to pay higher price for brand X although other brands have similar characteristics | ||
| I would not shift to another brand when brand X is available at the store | ||
| I will re-think repeatedly about buying another brand even if they have similar characteristics |
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