Brand Affordability Perception

What it measures

Measures the degree to which a consumer perceives a brand as affordable and deal-prone. Items were drawn from a large-scale annual consumer survey conducted by a top US market research firm. The scale was derived from 15 brand image items that applied across most product categories, and factor analysis confirmed these three items loaded on the affordability factor and not on a perceived benefits factor.

Representative items

• [Brand] is affordable.
• [Brand] is high-priced. (r)
• [Brand] has a lot of sales or special deals.

Citation

De Langhe, B., Fernbach, P.M., & Lichtenstein, D.R. (2016). Navigating by the stars: Investigating the actual and perceived validity of online user ratings. Journal of Consumer Research, 42(6), 817–833.