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.

Response format

5-point Likert (strongly disagree to strongly agree)

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Derived from questions used by a major US market research firm in an annual brand image survey (n ≈ 38,000, 132 brands, 88 product categories). Alpha = .75. Item 2 is reverse-scored. A similar item appears in a scale by Yoo (2014) suggesting common market research origins. Insert the brand name in all blanks. Factor analysis confirmed unidimensionality and discriminant validity from a perceived benefits factor.

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.

Keywords