Brand Goodness-Usefulness Attitude

What it measures

Three items measure a consumer's overall opinion of a brand, tapping perceptions of quality, usefulness, and general favourability. Blanks allow application across product categories.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I think the _____ is a very good _____.
• I think the _____ is a very useful _____.
• My opinion of the _____ is very favorable.

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

Usage notes & scoring

Appears to have been developed by the authors for their study. Blanks in items 1 and 2 should be filled with the brand name; the second blank in item 1 with the product category name.

Citation

Sengupta, J., & Johar, G. V. (2002). Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of competing hypotheses. Journal of Consumer Research, 29(June), 39–56.

Keywords