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.
7-point scale (strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong (α = .91; Nguyen et al. 2023, p. 1316). The item set draws on wording from two separate prior measures of brand/product popularity (van Herpen, Pieters, and Zeelenberg 2009) rather than reusing a single named instrument wholesale, so it is treated as adapted rather than a verbatim lift. Validity was not separately discussed by Nguyen et al. (2023). Named identically to an existing entry (ID 1988, Zhou, Yang, and Hui 2010) which measures a related but differently-sourced popularity construct; this entry is retained under a construct-descriptive name to avoid confusion. The blanks should be filled with the brand or company name; anchors were strongly disagree (1) to strongly agree (7).
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.
Free access to 2581+ psychometric scales at PsychScales