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.
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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