Brand Familiarity Control

Brand Familiarity Control

  • How knowledgeable are you with (Brand)

1 =  Not at all knowledgeable & 7 = Very knowledgeable

  • How familiar are you with (brand) products?

1= Not at all familiar & 7 = Very familiar

  • How often have you purchased (brand)’s products in the past?

1 = Never & 7 = Very often

Sources:

Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Bottomley, P. & Holden, S. (2001). Journal of Marketing Research, November.

The impact of brand extensions on brand personality experimental evidence. Adamantios Diamantopoulos, Gareth Smith and Ian Grime. European Journal of Marketing, 2005, 39(1/2), p. 129-148

Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets. Eva Martinez and Yolanda Polo and Leslie de Chernatony. International Marketing Review (2008) 25,1. 107-137