Brand Popularity

What it measures

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.

Representative items

• This is the leading brand in the market.
• This brand is growing in popularity.
• This is the most popular brand in the market.

Citation

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.