Scale Main Table Retailing

7/31/2019 Scale Main Table Retailing

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Table 1. Scale Summary

Variable

Sample Item# inSurvey

Source

INDIVIDUALCHARATERISITICS

AttitudetowardsAmerican-madeProduct

Given a choice, I buy American-made rather thandomestic products.

I prefer American products over domestic products.

American products are of higher quality thandomestic products.

A3A10A17

Proprietary(Adaptedfrom Shimp& Sharma,1987)

ClothingInterest

I like clothing so much that I spend more money thanI should.

I want to be one of the best-dressed women/men.

Selecting my wardrobe is one of my favoriteactivities.

I would rather spend my money on clothes than onanything else.

A18A21B24B21

Lumpkin(1985)

Brand-Consciousness

It is important to buy well-known clothing brands.

I try to stick to certain brands.

When I find brand like, I continue to buy it.

A well-known brand means good quality.

I pay attention to brand names.

A5A12A9A14A4

Shim&Kotsiopulos(1993)

ConsumerSusceptibility toInterpersonal Influence

To ensure that I buy the right brand, I observe whatmy friends are buying.

I seek my friends advice regarding which brands tobuy.

It is important that my friends like the brands I buy.

By buying the same brands as my friends, I achievea sense of belonging.

I buy the latest fashion when I am sure my friends

like them. If I have little experience with a brand, I will ask my

friends about the product.

If other people see me using a product, I buy thebrand they expect me to buy.

I like to know what brands make a good impressionon others.

I achieve a sense of belonging by buying the samebrands that others purchase.

If I want to be like someone, I try to buy the samebrands that they buy.

I often gather information from friends or familyabout a brand before I buy.

A2A15A7A13C1C4

C11

C16

C34

C25C24

Bearden,Netemeyer,&Teel (1989)


2/4

ConsumersNeed forUniqueness

The brands that I like best are the ones that expressmy individuality.

An important goal is to find brands thatcommunicate my uniqueness.

I look for one-of-a-kind products to create my ownstyle.

I buy unusual brands to create a more distinctivepersonal image.

I stop wearing fashions when they become popularwith the general public.

Rules are made to be broken.

Being inappropriately dressed dose not prevent mefrom wearing what I want to wear.

I often try to find a more interesting version of run-ofthe mill products because I enjoy being original.

I develop my personal uniqueness by buying specialbrands.

Having an eye for products that are interesting and(I often purchase) unusual assistsme in establishing(brands to create) a (more) distinctive (personal)image.

The products and brands that I like best are the onesthat express my individuality.

Things that I buy shape a more unusual personalimage.

I dare to be different with my clothes in ways thatothers may disapprove.

I dress unconventionally even when it might offendothers.

Concern for being out of place doesnt prevent mefrom wearing what I want to wear.

When I dress differently, Im often aware that othersthink Im peculiar, but I dont care.

When brands become extremely popular, I loseinterests in them.

When a clothing brand becomes too popular, I wearit less.

I often try to avoid products or brands that I knoware bought by the general population.

I dislike brands bought by everyone.

I avoid brands that are bought by the averageconsumer.

B20B10B6B2B4

B19B22

--

B17--

--

--B23B12B8--

--

B11B25---

B14B18

Tian et al.(2001)

ExtendedLifeSatisfaction

The conditions of my life are excellent.

I am satisfied with my life.

I have the things I consider important in life.

I am pleased with my self as an individual.

My life is close to ideal.

I am satisfied with my physical appearance

My actual self is close to my ideal self

There is nothing about my physical appearance thatI would like to change.

As an individual, I consider myself excellent.

B5B9B13B3B1B7B16B15

--

Alfonso etal.(1996)

? I am confident that I achieve the success I deserve in life.

Advertisers exaggerate claims made about their brands.

I buy those brands that I think others will approve. I feel depressed.

Television advertisement tells only the good things about brands.

I am a knowledgeable consumer.

I do not feel in control of my success in my career.

When I try, I succeed.

I know a lot about different types of stores.

Promotions influence my clothing choices.

Television advertising does not offer useful information aboutbrands.

When I fail, I feel worthless.

I know what is a reasonable price to pay for something.

Advertising does not influence me when buying clothing.

I consult other people to help me choose the best brand.

I buy clothes without much planning. Promotion makes me want to buy a particular brand of clothing.

I com lete tasks successfull .

C2

C3

C5C7C8

C9C10

C12C13C14C15

C17C18C19C20

C21C22

C23C26

C27

?


3/4

BRANDEQUAITY

EmotionalValue

Be one that I enjoy.

Make me feel good.

Give me pleasure.

Make me want to use it.

Feel comfortable using it.

Be one that I would feel relaxed about using.

D1D4D7D8D9--

Sweeney(2001)

Perceived

Quality

Be reliable.

Be durable.

Be high quality.

D3

D6D10

Adapted

from Doddset al.(1991)

BrandLoyalty

I am loyal to this brand.

This brand is my first choice among competingbrands.

I will not buy another brands if this brand isunavailable.

F1F4F8

Yoo et al.(2000)

BrandAssociationswithBrandAwareness

I can recognize this brand among other competingbrands.

I am aware of this brand.

I can quickly recall this symbol or logo of this brand.

I have difficulty imaging this brand in my mind

Some characteristics of X come to my mind quickly.

F2F5F7F11--

Yoo et al.(2000)

CognitiveBrandLoyalty

I would buy a clothing brand different from my usualbrand under extreme circumstances.

There are other brands of clothing that are just asgood as the brand I usually buy.

I believe that I buy the best clothing brand available.

A23

--

A20

Muncy(1996)

CONSUMERPERCEPTION

PriceSensitivity

I buy the least expensive clothing brand that I canfind.

If a clothing brand other than the brands that usuallypurchase was on sale, I would probably buy it.

If a discount were offered for a brand different thanmy usual, I would buy it.

I would be willing to pay more to buy my preferredbrand of clothing.

B26B27

--

--

Muncy(1996)

PerceivedUsefulnessofMarketInformation

Television advertisements offer useful informationon clothing brands.

Information on clothing brands is available.

Information in magazine clothing advertisementshelp me identify the best brand.

A24A19A22

--

Muncy(1996)


4/4

COMPETITIVENESS

PerceivedBrandParity

There are few differences among major clothingbrands.

There are other brands of clothing that are just asgood as the brand I usually buy.

There are big differences among various clothingbrands.

Price is the only difference among major clothingbrands.

Clothing brands are basically the same.

All major clothing brands are alike.

A1A25

A6A11A16

A8

Muncy(1996)

OverallBrandEquity

I buy this brand instead of any other brand, even ifthey are the same.

It makes sense to buy X instead of any other brand,even if they are the same.

Even if another brands has the same features as thisbrand, I would still buy this brand.

If there is a brand as good as this brand, I still preferbuying this brand.

If another brand is not different from X in any way, it

seems smarter to purchase X.

F3--

F12

F9--

Yoo, Donthu,&Lee (2000)

PurchaseIntention

I intend to buy this brand frequently.

I plan to buy this brand more often.

F6F10

Proprietary.

Additional Items

Brand Image Have good reputation.

Be prestigious brand.

D2D5

?

Brand Buyers imageWell-educatedFashionable

Technically-skilledActiveConfidentHard-workingPopularAttractiveCarefreeCreativeCriticalWealthyPatrioticAffectionateHappySkeptical about lifeDepressedSentimental

E1E2E3E4E5E6E7E8E9E10E11E12E13E14E15E16E17

E18

?

Scale Main Table Retailing

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