Quality of the Brand (Desirable Products)

What it measures

This three-item scale measures a consumer's belief that the products sold under a particular brand are high in quality, desirable, and attractive. Nguyen, Bucic, Ngo, and Oppewal (2023) used it with U.S.-based Prolific participants in research on how the methods brands use to dispose of excess stock (for example, destroying versus discounting it) shape brand perceptions. The items were based on key words from three items in a product quality measure used by van Herpen, Pieters, and Zeelenberg (2009).

Response format

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

Scale items

• I think ___ products are of high quality.
• I think ___ products are desirable.
• I think ___ products are attractive.

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

Usage notes & scoring

Alpha was .89 (Study 3, n = 1,307) (Nguyen et al. 2023, p. 1316); validity was not discussed. The blanks are filled with the brand name; Nguyen et al. used H&M. Because the items emphasise desirability and attractiveness, the scale fits best where appearance is a central part of quality, such as fashion, accessories, or retail store brands. Named with a qualifier to distinguish it from Quality of the Brand (Performance and Superiority) (this batch).

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.

Keywords

More Branding & Brand Psychology scales

• Quality of the Brand (Performance and Superiority)2022 · 3 items
• Brand Exclusivity From Limited Availability2023 · 3 items
• Brand Bias (Domestic vs. Foreign)2010 · 5 items
• Brand Goodness-Usefulness Attitude2002 · 3 items
• Consumer Evaluations of Brand Extensions1990 · 12 items
• Brand Equity Scale2001 · 11 items