Quality of the Brand (Performance and Superiority)

What it measures

This three-item semantic differential measures how high in quality, superiority, and performance a consumer judges a particular brand to be. Khamitov and Puzakova (2022) used it in several studies in which participants saw an advertisement for a fictitious service company, as part of research on how possessive brand names (e.g., 'My...') shape brand preference and choice through inferred control. The authors built the items from concepts and key words in measures used by Frazier and Lassar (1996) and Kwak, Puzakova, and Rocereto (2015).

Response format

7-point semantic differential

Scale items

• very low quality / very high quality
• very inferior / very superior
• very low performance / very high performance

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

Usage notes & scoring

Alphas were .94 (Study 3), .95 (Study 7), and .94 (Web Appendix I study) (Khamitov and Puzakova 2022); validity was not discussed. Directions: 'Based on your intuition, please rate the overall quality of the brand.' Named with a qualifier to distinguish it from Quality of the Brand (Desirable Products) (this batch), a Likert-format measure with the same title. See also Price Fairness Scale (ID 645) and ACSI Brand Quality (ID 836).

Citation

Khamitov, Mansur and Marina Puzakova (2022), "Possessive Brand Names in Brand Preferences and Choice: The Role of Inferred Control," Journal of the Academy of Marketing Science, 50 (5), 1032-1051.

Keywords

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