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1
VariableValuesComments
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Data from Secondary sources
3
Category code1Beauty products
4
2Beverages
5
3Cars
6
4Children's products
7
5Clothing products
8
6Department stores
9
7Financial services
10
8Food and dining
11
9Health products and services
12
10Home design and decoration
13
11
Household Products (cleaning ingredients etc.)
14
12Media and entertainment
15
13Sports and hobbies
16
14Technology products and stores
17
15Telecommunications
18
16Travel services
19
Type of goodsSearchOriginally, this classification did not apply to products but rather than to brands - - that is, all the PC brands are classified as Search goods. To do the classification we identified what kind or product the brand belongs to, and then matched it with the definitions. This identification is more detailed than the category. For example, health clubs and sports teams are two distinct services within the category of sports and hobbies.
20
Experience
21
Credence
22
23
PremiumPremium
24
Middle
25
Value
26
27
ProductProductClassification was done by two independent judges. The judges used the four criteria of Parasuraman, Zeithaml and Berry (1985): intangibility, inseparability (of production and consumption), perishability (cannot be inventoried), and heterogeneity (hard to standardize). Accordingly, videogames and movies were classified as products, fashion brands that are sold both in their own stores and in other outlet were classified as mixed, and sports teams as services.
28
Service
29
Mix
30
31
Internet0Not an Internet service
32
1An Internet-based service
33
34
AgeTime in years from the brand's launch to August 1st 2010.
35
36
Newness relative to the category0- infTime in years from the launch of the first brand of its type to the brand's launch. Note that many of our brands, such as Amazon, are the first in their category and obtained the value 0.
37
38
Interbrand top list0/1
Was the brand included in Interbrand's top 100 global list for 2009
39
40
Satisfaction - ACSI1-100
American Customer Satisfaction Index (average 2008-2010)
41
42
43
Data from the survey (see the annotated survey document for the exact wording of the questions)
44
45
Q2: importance of decision1 - 5Item 1 of involvement. Average score over all respondents.
46
47
Q3: Thought1 - 5Item 2 of involvement. Average score over all respondents.
48
49
Q4: Risk in case of wrong decision1 - 5Item 3 of involvement. Average score over all respondents.
50
51
Involvement1 - 5Average of the three involvement items.
52
53
Q5: Familiarity given familiarity with the category1 - 5Average score over all respondents. Note, that they were asked this question only if indicated that they are familiar with the category, so this variable measures familiarity with the brand given familiarity with the category.
54
55
Q6_1 -Getting used to (BRAND) requires a major learning effort1 - 5Item 1 of complexity. Average score over all respondents.
56
57
Q6_2 -Getting used to (BRAND) takes a long time before one can fully understand the advantages
1 - 5Item 2 of complexity. Average score over all respondents.
58
59
Q6_3 -The product concept of (BRAND) is difficult to evaluate and understand
1 - 5Item 3 of complexity. Average score over all respondents.
60
61
Q6_4 - Overall, I believe that using (BRAND) is easy1 - 5Item 4 of complexity. Average score over all respondents.
62
63
Q6_5 - using (BRAND) requires a lot of mental effort1 - 5Item 5 of complexity. Average score over all respondents.
64
65
Complexity1 - 5Average of the 5 complexity items.
66
67
Q6_6 - I have seen how another person is using (BRAND)1 - 5Item 1 of visibility. Average score over all respondents.
68
69
Q6_7 -In my environment, one sees (BRAND) quite often1 - 5Item 2 of visibility. Average score over all respondents.
70
71
Q6_8 - (BRAND) is not very visible in my environment1 - 5Item 3 of visibility. Average score over all respondents.
72
73
Q6_9 - I have had plenty of opportunities to see someone else using (BRAND)
1 - 5Item 4 of visibility. Average score over all respondents.
74
75
Q6_10 -It is rare that I see someone else using (BRAND)1 - 5Item 5 of visibility. Average score over all respondents.
76
77
Visibility1 - 5Average of the 5 visibility items.
78
79
Q6_11 - When using (BRAND) I am sure I will get what I expected1 - 5
Item 1 of perceived risk. Average score over all respondents.
80
81
Q6_12 - using (BRAND) may cause me additional unplanned expenses1 - 5
Item 2 of perceived risk. Average score over all respondents.
82
83
Q6_13 -using ( BRAND) might cause me social embarrassment1 - 5
Item 3 of perceived risk. Average score over all respondents.
84
85
Perceived risk1 - 5Average of the 3 perceived risk items.
86
87
Q7_1 - Daring 1 - 5Item 1 of excitement. Average score over all respondents.
88
89
Q7_2 - Trendy 1 - 5Item 2 of excitement. Average score over all respondents.
90
91
Q7_3 - Exciting 1 - 5Item 3 of excitement. Average score over all respondents.
92
93
Q7_4 - Spirited 1 - 5Item 4 of excitement. Average score over all respondents.
94
95
Q7_5 - Cool 1 - 5Item 5 of excitement. Average score over all respondents.
96
97
Q7_6 - Young 1 - 5Item 6 of excitement. Average score over all respondents.
98
99
Q7_ 7 - Imaginative 1 - 5Item 7 of excitement. Average score over all respondents.
100