Brand Knowledge

Brand Knowledge

When compared to other people, I know a lot about this brand.
My friends consider me an expert regarding this brand.
I consider myself very experienced with this brand.

7pt (dis)agree scale

Source: Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community-Evidence from European Car Clubs. Journal of Marketing, 69, 19-34.