A four-item scale measuring consumer perceptions of a brand's market prominence, including its innovativeness, market leadership, growth trajectory, and overall popularity. Items capture the status dimension of brand perception — the degree to which a brand is seen as dominant, ascendant, and well-regarded in its market — rather than attitudes toward the brand based on personal experience or preference. Applicable to brand equity and country-of-origin research where the perceived standing of a brand in the market is a key variable.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .94 — Zhou, Yang & Hui (2010, n = 210 undergraduates). VALIDITY: Convergent and discriminant validity supported. NOTE: Scale developed in China and validated with Chinese consumers; adaptation of a measure by Cheng et al. (2007), which was itself a modification of Aaker (1996). Items were translated into Chinese and one item was added. Companion scales from the same study: Brand Bias (BBDF), Brand Familiarity (BRFM), and Brand Foreignness (BRFG).
Zhou, Lianxi, Zhiyong Yang, and Michael K. Hui (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202–218.
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