Knowledge of the Brand (Other Person)

What it measures

Rather than asking about one's own brand knowledge, this four-item version asks how expert a specific other person is believed to be about a brand.

Response Format

7-point Likert (1=strongly disagree, 7=strongly agree)

Representative items

• To what extent do you think _____ is an expert of this brand?
• _____ knows the brand well.
• _____ has more knowledge about this brand than other consumers.
• _____ is very familiar with this brand.

Citation

Zhang, Z., & Patrick, V.M. (2021). Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity. Journal of Marketing, 85(5), 58–73.

Keywords