Attitude Toward Brands in a Product Class

What it measures

A three-item scale measuring the overall favourability of a consumer's attitude toward the brands within a product category, rather than toward any individual brand. Items capture affective responses (liking, pleasantness, goodness) directed at the general set of brands available in the category. This category-level attitude measure is useful in contexts where the strength of branding at the category level — rather than specific brand loyalty — is the phenomenon of interest, such as cross-category comparisons or market structure research.

Representative items

• Most brands in this category: I don't really like / I like very much
• My feelings about most of the brands in the category in question are very: bad / good

Citation

Fischer, Marc, Franziska Völckner, and Henrik Sattler (2010). How important are brands? A cross-category, cross-country study. Journal of Marketing Research, 47(5), 823–839.