Smartphone In-store Usage for Brand Information

What it measures

Three items measure how likely a shopper is to pull out their phone in-store specifically to check on a favourite brand.

Response Format

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

Representative items

• information about your favorite brand
• the websites of your favorite brand
• the detailed description of products from your favorite brand

Citation

Desmichel, P., Desmichel, P.C., & Kocher, P.A.B. (2020). Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons. Journal of Retailing, 96(2), 203-219.

Keywords