Perceived Popularity and Demand of a Brand's Products

What it measures

This scale measures how familiar and in-demand a person believes a particular brand's products to be. Nguyen, Bucic, Ngo, and Oppewal (2023) used it in a study on how overstock reduction methods, such as donation versus discounting, shape consumer brand perceptions.

Scale items

• _____ products are popular.
• I think many people want to buy _____ products.
• _____ products are sold well.
• _____ products are not in demand. (reverse-scored)

Citation

Nguyen, Oanh Dinh Yen, Tania Bucic, Liem Viet Ngo, and Harmen Oppewal (2023), "Disposal-based Scarcity: How Overstock Reduction Methods Influence Consumer Brand Perceptions and Evaluations," Journal of the Academy of Marketing Science, 51 (6), 1305-1326.