Brand Familiarity

What it measures

A three-item semantic differential scale measuring the degree to which a consumer is familiar with and knowledgeable about a specific brand, including exposure to its advertising. Items span subjective familiarity, self-assessed brand knowledge, and media exposure, providing a brief but comprehensive assessment of prior brand experience. The scale is widely applicable in branding research as a covariate, moderator, or dependent variable, particularly in studies examining the effects of brand origin, globalness, or country-of-origin on consumer judgments.

Representative items

• This brand is very unfamiliar to me / This brand is very familiar to me.
• I'm not at all knowledgeable about this brand / I'm very knowledgeable about this brand.

Citation

Steenkamp, Jan-Benedict E. M., Rajeev Batra, and Dana L. Alden (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65.