Brand and Category Familiarity

Name: Brand and Category Familiarity
Published: 2001
License: https://psychometricscales.com/methodology.html

BCFAMFamiliarity and experience with a brand and its associated products, stores, and advertising

7 items 2001 α .91 Free Martin, I. M., & Stewart, D. W.

What it measures

Seven items assess a consumer's overall familiarity with a specific brand and related aspects including product types, retail channels, advertising, and the product category.

Response format

Response format not stated; likely 7-point

Scale items

How familiar are you with __________ [brand]?
How familiar are you with __________ [brand] __________ [products]?
How familiar are you with the types of retail stores that carry __________ products?
How familiar are you with the type of advertising that __________ currently uses?
How familiar are you with __________ in general?
How familiar are you with __________ [product category] in general?
How much experience do you have with __________ products?

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

Usage notes & scoring

Appears original to Martin and Stewart (2001); alpha .91. Items 2 and 5 appear duplicated in extraction—verify against original article. Blanks in items should be filled with the brand and product category names as appropriate.

Recommended companion scales

Object Familiarity (Oliver)Expertise (Personal)

Citation

Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471–484.

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Keywords

#brandfamiliarity#categoryfamiliarity#brandknowledge#productexperience#advertisingfamiliarity

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