Brand and Product Category Attitude

BPCAConsumer attitude toward both a specific brand and the broader product category it represents

6 items 2001 α .83 Free Martin, I. M., & Stewart, D. W.

What it measures

Six items measure favourability and liking for both a focal brand and its product category, with the first three targeting the brand and the last three targeting the category. Designed to measure both objects simultaneously within a single scale.

Citation

Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(November), 471–484.

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