Brand Equity

Brand Equity

  1. It makes sense to buy XYZ instead of any other brand, even if they are the same
  2. Even if another brand has same features as XYZ, I would prefer to buy XYZ
  3. If there is another brand as good as XYZ, I prefer to buy XYZ
  4. If another brand is not different from XYZ in any way, it seems smarter to purchase XYZ

7 point, Likert-type scales, strongly disagree (1) to strongly agree (7).
Title: Re-examining the effect of service recovery: the moderating role of brand equity
Author(s) & Year: Min-Hsin Huang (2011)
Journal: Journal of Services Marketing, 25/7 (2011) 509–516