Table 1 Features of consumer brand...

Table 1

Features of consumer brand relationships prototype, sample exemplars, frequencies (Study 1) and centrality ratings (Study 2)

		Study 1		Study 2
		(N = 258)		(N = 222)
Features	Exemplars listed by participants	N1	N2	M	SD
	Central
Quality	Quality, good performance, good/high quality, excellence	87	73	6.38	0.99
Customer service	Customer service, good customer service	17	17	6.36	0.96
Reliability	Reliability, reliable, confidence, delivers on promises	71	64	6.36	0.98
Satisfaction	Satisfaction, disappointment, frustration	25	22	6.25	1.06
Trust	Trust, trusting, trustworthy	105	100	6.21	1.19
Service	Service, quality service, good service	35	35	6.17	1.19
Loyalty	Loyalty, being loyal, loyal to the brand, loyalty of the brand	107	103	6.14	1.13
Consistency	Consistency, consistent	30	30	6.13	1.10
Reputation	Reputation, image	18	17	6.05	1.20
Experience	Experience(s), purchase experience, experiences with product	12	10	5.99	1.20
Value	Value, valuable, worth(while), meaningful	47	41	5.97	1.18
Honesty	Honesty, honest, integrity	46	38	5.95	1.40
Authenticity	Authenticity, authentic, fake, not real	14	12	5.90	1.29
Familiarity	Familiarity, familiar, (sense of) belonging	23	23	5.90	1.30
Joy	Joy, enjoyable	10	10	5.88	1.25
Convenience	Convenience, convenient, ease of use	46	39	5.86	1.23
Durability	Durability, longevity, long term	24	24	5.85	1.40
Useful(ness)	Useful(ness), utility, functional(ity), practical	31	28	5.76	1.49
Helpfulness	Helpfulness, helpful, accommodating	34	32	5.75	1.28
Effectiveness	Effectiveness, effective, success, productive	10	10	5.70	1.40
Liking	Like, likeable, likeability, pleasure	25	22	5.68	1.30
Product	Product, product quality, well-made product	25	20	5.68	1.63
Ethics	Ethics, ethical, good business practices	17	15	5.67	1.45
Preference	Preference, preferred, favorite, go to	20	15	5.65	1.38
Respect	Respect, respectful, mutual respect	24	24	5.64	1.40
Taste	Taste, yummy, flavor, tastefulness	10	9	5.61	1.55
Emotional connection	Connection, bond, family/friendship, attachment	52	46	5.59	1.51
Recognition	Recognition, recognizable	12	12	5.59	1.52
Benefit	Benefit(s), beneficial	10	10	5.58	1.35
Comfort	Comfort, comfortable, relaxing, ease	34	32	5.57	1.38
	Peripheral
Expectations	Expectations, anticipation, meets/exceeds expectations	13	12	5.55	1.48
Innovation	Innovation, innovative, modern	39	34	5.53	1.39
Reward	Reward(s), rewarding, rewards program/coupons, discounts/deals	35	27	5.51	1.39
Support	Support, supportive	22	19	5.51	1.50
Appearance	Appearance, aesthetics, attractiveness, design	38	33	5.50	1.40
Transparency	Transparency, transparent, openness	21	19	5.50	1.48
Stability	Stability, stable, change	11	11	5.49	1.45
Communication	Communication, social media, emails, communicative	31	25	5.47	1.39
Safety	Safety, security, warranty	16	16	5.46	1.54
Appreciation	Appreciation, positive, negative	17	12	5.44	1.42
Desire	Desire(s), want(s), desirability	21	18	5.39	1.44
Cost	Cost, price, expensive, cheap	84	81	5.36	1.58
Happiness	Happiness, happy, cheerful	21	19	5.36	1.54
Responsibility	Responsibility, social responsibility, responsible, accountability	13	12	5.36	1.58
Fun	Fun, entertaining	29	24	5.35	1.39
Efficient	Efficient, efficiency	10	10	5.34	1.58
Need	Needs, (ful)fills a need, fulfillment	24	22	5.32	1.47
Social	Social, socially conscious, social influence	12	11	5.31	1.43
Sustainability	Sustainable, environmental (friendly), eco-friendly, green	29	20	5.30	1.67
Popularity	Popularity, popular	14	12	5.29	1.60
Community	Community, community involvement, community support	14	13	5.27	1.47
Style	Style, stylish, fashionable	17	16	5.25	1.51
History	History, history of the company, legacy, (track)record	12	11	5.22	1.59
Availability	Availability, available, quantity	21	18	5.21	1.62
Care	Care, caring, uncaring	18	18	5.19	1.50
Atmosphere	Atmosphere, warmth, warm, cold	25	25	5.18	1.46
Creativity	Creativity, creative, (creative) ideas	10	8	5.18	1.42
Special	Special, unique, uniqueness	18	13	5.18	1.48
Understanding	Understanding, mutual understanding	12	12	5.13	1.56
Kindness	Kindness, kind, friendly, nice	32	29	5.12	1.51
Influence	Influence, influencing, influential	9	9	5.11	1.57
Involvement	Involvement, commitment, engagement, participation	11	11	5.11	1.55
Awareness	Awareness, reflective, conscious	16	14	5.05	1.48
Importance	Importance, important, priority, relevance	11	11	5.04	1.62
Status	Status, prestige, social status, exclusivity	32	27	5.03	1.61
Cool	Cool, coolness	16	15	5.00	1.60
Trendy	Trendy, trend, hip, hype	13	12	5.00	1.60
Emotion	Emotion, perception, feel(ing), not just about numbers	16	14	4.98	1.64
Love	Love, hate	14	12	4.95	1.78
Dependence	Dependence, dependable, interdependence	25	23	4.93	1.62
Ambassadorship	Word of mouth, recommending, advocacy, speaking well about it	12	10	4.91	1.71
Willing to spend more	Willing to spend more, generous, generosity	9	9	4.91	1.63
Identification	Identification, identity, shared identity	18	18	4.89	1.69
Time	Timely, timeliness, time saving, time consuming	9	8	4.79	1.64
Speed	Speed, fast, quick	15	12	4.76	1.69
Intelligence	Smart, knowledge(able), information, intelligent	22	21	4.75	1.71
Location	Location, global, local	24	19	4.75	1.69
Energetic	Excitement, exciting, passion	23	21	4.74	1.60
Health	Health, healthy, unhealthy, wholesome(ness)	12	12	4.74	1.61
Mutualism	Mutualism, mutually beneficial	10	10	4.71	1.75
Marketing	Marketing, advertising, advertisement	31	27	4.70	1.83
Luxury	Luxury, wealth	9	7	4.64	1.79
Strength	Strength, strong, fragile	10	10	4.60	1.70
Flexibility	Flexibility, variable, fluid, loosely defined	11	10	4.58	1.67
Economics	Money, economy, economical	23	18	4.50	1.75
Habit	Habit(s), routine	9	8	4.50	1.77
Leisure	Hobbies, shopping, sports	9	8	4.50	1.64
Balance	One-sided, symbiotic, reciprocal	26	23	4.48	1.58
Charity	Charity, philanthropy	11	9	4.47	1.72
Similarity	Similarity, shared/similar values, distinguishing	22	20	4.41	1.58
Sympathy	Sympathy, comforting, compassion	10	9	4.41	1.68
Transaction	Transaction, exchange(s), purchase, buying/selling	37	28	4.30	1.81
Scope	Scope, size, all-encompassing, focused/targeted	10	9	4.20	1.63
Profitability	Business, profit, profitable, capitalism	19	17	3.89	1.85
Complex	Complex, simple	9	8	3.48	1.69
Superficial	Superficial, shallow, emptiness, entertainment	9	7	2.84	1.80
Exploitation	Exploitation, exploitative, taking advantage of	12	6	2.82	2.04
Manipulation	Manipulation, manipulative	10	10	2.63	1.85

		Study 1		Study 2
		(N = 258)		(N = 222)
Features	Exemplars listed by participants	N1	N2	M	SD
	Central
Quality	Quality, good performance, good/high quality, excellence	87	73	6.38	0.99
Customer service	Customer service, good customer service	17	17	6.36	0.96
Reliability	Reliability, reliable, confidence, delivers on promises	71	64	6.36	0.98
Satisfaction	Satisfaction, disappointment, frustration	25	22	6.25	1.06
Trust	Trust, trusting, trustworthy	105	100	6.21	1.19
Service	Service, quality service, good service	35	35	6.17	1.19
Loyalty	Loyalty, being loyal, loyal to the brand, loyalty of the brand	107	103	6.14	1.13
Consistency	Consistency, consistent	30	30	6.13	1.10
Reputation	Reputation, image	18	17	6.05	1.20
Experience	Experience(s), purchase experience, experiences with product	12	10	5.99	1.20
Value	Value, valuable, worth(while), meaningful	47	41	5.97	1.18
Honesty	Honesty, honest, integrity	46	38	5.95	1.40
Authenticity	Authenticity, authentic, fake, not real	14	12	5.90	1.29
Familiarity	Familiarity, familiar, (sense of) belonging	23	23	5.90	1.30
Joy	Joy, enjoyable	10	10	5.88	1.25
Convenience	Convenience, convenient, ease of use	46	39	5.86	1.23
Durability	Durability, longevity, long term	24	24	5.85	1.40
Useful(ness)	Useful(ness), utility, functional(ity), practical	31	28	5.76	1.49
Helpfulness	Helpfulness, helpful, accommodating	34	32	5.75	1.28
Effectiveness	Effectiveness, effective, success, productive	10	10	5.70	1.40
Liking	Like, likeable, likeability, pleasure	25	22	5.68	1.30
Product	Product, product quality, well-made product	25	20	5.68	1.63
Ethics	Ethics, ethical, good business practices	17	15	5.67	1.45
Preference	Preference, preferred, favorite, go to	20	15	5.65	1.38
Respect	Respect, respectful, mutual respect	24	24	5.64	1.40
Taste	Taste, yummy, flavor, tastefulness	10	9	5.61	1.55
Emotional connection	Connection, bond, family/friendship, attachment	52	46	5.59	1.51
Recognition	Recognition, recognizable	12	12	5.59	1.52
Benefit	Benefit(s), beneficial	10	10	5.58	1.35
Comfort	Comfort, comfortable, relaxing, ease	34	32	5.57	1.38
	Peripheral
Expectations	Expectations, anticipation, meets/exceeds expectations	13	12	5.55	1.48
Innovation	Innovation, innovative, modern	39	34	5.53	1.39
Reward	Reward(s), rewarding, rewards program/coupons, discounts/deals	35	27	5.51	1.39
Support	Support, supportive	22	19	5.51	1.50
Appearance	Appearance, aesthetics, attractiveness, design	38	33	5.50	1.40
Transparency	Transparency, transparent, openness	21	19	5.50	1.48
Stability	Stability, stable, change	11	11	5.49	1.45
Communication	Communication, social media, emails, communicative	31	25	5.47	1.39
Safety	Safety, security, warranty	16	16	5.46	1.54
Appreciation	Appreciation, positive, negative	17	12	5.44	1.42
Desire	Desire(s), want(s), desirability	21	18	5.39	1.44
Cost	Cost, price, expensive, cheap	84	81	5.36	1.58
Happiness	Happiness, happy, cheerful	21	19	5.36	1.54
Responsibility	Responsibility, social responsibility, responsible, accountability	13	12	5.36	1.58
Fun	Fun, entertaining	29	24	5.35	1.39
Efficient	Efficient, efficiency	10	10	5.34	1.58
Need	Needs, (ful)fills a need, fulfillment	24	22	5.32	1.47
Social	Social, socially conscious, social influence	12	11	5.31	1.43
Sustainability	Sustainable, environmental (friendly), eco-friendly, green	29	20	5.30	1.67
Popularity	Popularity, popular	14	12	5.29	1.60
Community	Community, community involvement, community support	14	13	5.27	1.47
Style	Style, stylish, fashionable	17	16	5.25	1.51
History	History, history of the company, legacy, (track)record	12	11	5.22	1.59
Availability	Availability, available, quantity	21	18	5.21	1.62
Care	Care, caring, uncaring	18	18	5.19	1.50
Atmosphere	Atmosphere, warmth, warm, cold	25	25	5.18	1.46
Creativity	Creativity, creative, (creative) ideas	10	8	5.18	1.42
Special	Special, unique, uniqueness	18	13	5.18	1.48
Understanding	Understanding, mutual understanding	12	12	5.13	1.56
Kindness	Kindness, kind, friendly, nice	32	29	5.12	1.51
Influence	Influence, influencing, influential	9	9	5.11	1.57
Involvement	Involvement, commitment, engagement, participation	11	11	5.11	1.55
Awareness	Awareness, reflective, conscious	16	14	5.05	1.48
Importance	Importance, important, priority, relevance	11	11	5.04	1.62
Status	Status, prestige, social status, exclusivity	32	27	5.03	1.61
Cool	Cool, coolness	16	15	5.00	1.60
Trendy	Trendy, trend, hip, hype	13	12	5.00	1.60
Emotion	Emotion, perception, feel(ing), not just about numbers	16	14	4.98	1.64
Love	Love, hate	14	12	4.95	1.78
Dependence	Dependence, dependable, interdependence	25	23	4.93	1.62
Ambassadorship	Word of mouth, recommending, advocacy, speaking well about it	12	10	4.91	1.71
Willing to spend more	Willing to spend more, generous, generosity	9	9	4.91	1.63
Identification	Identification, identity, shared identity	18	18	4.89	1.69
Time	Timely, timeliness, time saving, time consuming	9	8	4.79	1.64
Speed	Speed, fast, quick	15	12	4.76	1.69
Intelligence	Smart, knowledge(able), information, intelligent	22	21	4.75	1.71
Location	Location, global, local	24	19	4.75	1.69
Energetic	Excitement, exciting, passion	23	21	4.74	1.60
Health	Health, healthy, unhealthy, wholesome(ness)	12	12	4.74	1.61
Mutualism	Mutualism, mutually beneficial	10	10	4.71	1.75
Marketing	Marketing, advertising, advertisement	31	27	4.70	1.83
Luxury	Luxury, wealth	9	7	4.64	1.79
Strength	Strength, strong, fragile	10	10	4.60	1.70
Flexibility	Flexibility, variable, fluid, loosely defined	11	10	4.58	1.67
Economics	Money, economy, economical	23	18	4.50	1.75
Habit	Habit(s), routine	9	8	4.50	1.77
Leisure	Hobbies, shopping, sports	9	8	4.50	1.64
Balance	One-sided, symbiotic, reciprocal	26	23	4.48	1.58
Charity	Charity, philanthropy	11	9	4.47	1.72
Similarity	Similarity, shared/similar values, distinguishing	22	20	4.41	1.58
Sympathy	Sympathy, comforting, compassion	10	9	4.41	1.68
Transaction	Transaction, exchange(s), purchase, buying/selling	37	28	4.30	1.81
Scope	Scope, size, all-encompassing, focused/targeted	10	9	4.20	1.63
Profitability	Business, profit, profitable, capitalism	19	17	3.89	1.85
Complex	Complex, simple	9	8	3.48	1.69
Superficial	Superficial, shallow, emptiness, entertainment	9	7	2.84	1.80
Exploitation	Exploitation, exploitative, taking advantage of	12	6	2.82	2.04
Manipulation	Manipulation, manipulative	10	10	2.63	1.85

Notes:

N1 = frequencies including duplicates, N2 = frequencies excluding duplicates; Features are ordered based on the centrality ratings in Study 2, which used a scale from 1 (not a good indicator of consumer brand relationship) to 7 (a good indicator of consumer brand relationships). The 30 highest rated features are considered central to consumer brand relationships and the 68 lowest rated features as peripheral to consumer brand relationships

Source: Created by authors

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