Brand Importance Scale

What it measures

Measures the degree to which brand considerations dominate a consumer's decision-making within a product category, to the point that choices are restricted to preferred brands only. Captures brand importance both as a positive orientation (the brand matters) and as a consideration set constraint (certain brands are excluded). Used in research on how organisational downsizing affects customer satisfaction, where brand importance was examined as a category-level moderator.

Response format

7-point Likert-type (fully disagree to fully agree)

Scale items

• The brand is very important to me.
• I care about the brand very much.
• I choose among my preferred brands only.
• There are certain brands which I would not consider for my choice.

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

Usage notes & scoring

Source not identified by Habel and Klarmann (2015). Construct reliability (.91) and AVE (.71) reported; scale validity not formally discussed. Administered across 29 product categories with respondents randomly assigned to one category each. Items 3 and 4 measure brand importance through the lens of choice restriction — the scale thus captures both the positive value placed on preferred brands and the exclusion of non-preferred brands. Appropriate for cross-category research where brand consciousness is a moderating variable.

Citation

Habel, J., & Klarmann, M. (2015). Customer reactions to downsizing: When and how is satisfaction affected? Journal of the Academy of Marketing Science, 43(6), 768-789.

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