Knowledge of the Brand (Other Person)

What it measures

The scale measures how much a person believes someone else — rather than themselves — knows about a particular brand, a less common third-person framing of a familiarity or expertise measure.

Response format

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

Scale 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.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Source not stated by Zhang and Patrick (2021), who used the scale with MTurk participants. Its wording draws on common phrasing from knowledge, familiarity, and expertise measures, adapted here to ask about someone else's knowledge rather than the respondent's own. Reliability was strong (α = .92). Validity wasn't separately assessed.

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