Three nine-point items capture the degree to which a consumer is willing to pay a price premium for a focal product or brand. The first item directly asks whether the consumer would pay a premium, the second assesses how much they would pay relative to the average competing product, and the third measures purchase likelihood. The composite scale blends economic willingness-to-pay with purchase intent, making it a behaviorally grounded measure of brand valuation. Each item uses blanks that should be filled with the name or description of the focal product and, for item 2, the alternative product category.
Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.
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