Brand Relevance in Category

What it measures

A four-item scale measuring the degree to which brand name matters to a consumer when purchasing within a given product category. Items capture the general importance of brand in purchase decisions, focus on brand at the point of choice, valuation of branded versus unbranded options, and the role of brand in driving satisfaction. Conceptually distinct from brand equity and brand awareness, brand relevance in category reflects category-level variation in how much branding matters to consumers, independent of any specific brand's characteristics.

Representative items

• When I purchase a product in the given category, the brand plays an important role.
• To me, it is important to purchase a brand name product.
• The brand plays a significant role as to how satisfied I am with the product.

Citation

Fischer, Marc, Franziska Völckner, and Henrik Sattler (2010). How important are brands? A cross-category, cross-country study. Journal of Marketing Research, 47(5), 823–839.