BRAND: Brand recognition and attitude norms database.

IF 4.6 2区 心理学 Q1 PSYCHOLOGY, EXPERIMENTAL
Carolina Raffaelli, Elena Bocchi, Zachary Estes, James S Adelman
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引用次数: 0

Abstract

Research involving brands has increased substantially in recent decades. However, no extensive and free dataset of consumer responses to branding stimuli exists. The present research develops and validates such a dataset, which we call the Brand Recognition and Attitude Norms Database (BRAND). BRAND is the most comprehensive set of methodologically transparent, freely available, research-relevant consumer responses to branding stimuli, with measures of familiarity (awareness), liking (attitudes), and memory (recognition) of more than 500 top brands and their logos, spanning 32 industries. BRAND includes 5,356 primary datapoints aggregated from 244,400 raw datapoints (i.e., individual familiarity, liking, and memory responses) collected from 2000 US-resident consumers in 2 years (i.e., 2020 and 2024). The data exhibit good reliability, face validity, external validity, robustness across samples and time, cross-validity, and discriminant validity. BRAND can be broadly useful for testing hypotheses involving responses to brands, and for selecting stimuli in any study involving brands or logos. Thus, BRAND can facilitate research not only in consumer behavior and psychology but also in several related academic disciplines (e.g., economics, management, marketing).

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来源期刊
CiteScore
10.30
自引率
9.30%
发文量
266
期刊介绍: Behavior Research Methods publishes articles concerned with the methods, techniques, and instrumentation of research in experimental psychology. The journal focuses particularly on the use of computer technology in psychological research. An annual special issue is devoted to this field.
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