A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | |
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1 | Variable | Values | Comments | |||||||||||||||||||||||
2 | Data from Secondary sources | |||||||||||||||||||||||||
3 | Category code | 1 | Beauty products | |||||||||||||||||||||||
4 | 2 | Beverages | ||||||||||||||||||||||||
5 | 3 | Cars | ||||||||||||||||||||||||
6 | 4 | Children's products | ||||||||||||||||||||||||
7 | 5 | Clothing products | ||||||||||||||||||||||||
8 | 6 | Department stores | ||||||||||||||||||||||||
9 | 7 | Financial services | ||||||||||||||||||||||||
10 | 8 | Food and dining | ||||||||||||||||||||||||
11 | 9 | Health products and services | ||||||||||||||||||||||||
12 | 10 | Home design and decoration | ||||||||||||||||||||||||
13 | 11 | Household Products (cleaning ingredients etc.) | ||||||||||||||||||||||||
14 | 12 | Media and entertainment | ||||||||||||||||||||||||
15 | 13 | Sports and hobbies | ||||||||||||||||||||||||
16 | 14 | Technology products and stores | ||||||||||||||||||||||||
17 | 15 | Telecommunications | ||||||||||||||||||||||||
18 | 16 | Travel services | ||||||||||||||||||||||||
19 | Type of goods | Search | Originally, 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 | Premium | Premium | ||||||||||||||||||||||||
24 | Middle | |||||||||||||||||||||||||
25 | Value | |||||||||||||||||||||||||
26 | ||||||||||||||||||||||||||
27 | Product | Product | Classification 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 | Internet | 0 | Not an Internet service | |||||||||||||||||||||||
32 | 1 | An Internet-based service | ||||||||||||||||||||||||
33 | ||||||||||||||||||||||||||
34 | Age | Time in years from the brand's launch to August 1st 2010. | ||||||||||||||||||||||||
35 | ||||||||||||||||||||||||||
36 | Newness relative to the category | 0- inf | Time 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 list | 0/1 | Was the brand included in Interbrand's top 100 global list for 2009 | |||||||||||||||||||||||
39 | ||||||||||||||||||||||||||
40 | Satisfaction - ACSI | 1-100 | 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 decision | 1 - 5 | Item 1 of involvement. Average score over all respondents. | |||||||||||||||||||||||
46 | ||||||||||||||||||||||||||
47 | Q3: Thought | 1 - 5 | Item 2 of involvement. Average score over all respondents. | |||||||||||||||||||||||
48 | ||||||||||||||||||||||||||
49 | Q4: Risk in case of wrong decision | 1 - 5 | Item 3 of involvement. Average score over all respondents. | |||||||||||||||||||||||
50 | ||||||||||||||||||||||||||
51 | Involvement | 1 - 5 | Average of the three involvement items. | |||||||||||||||||||||||
52 | ||||||||||||||||||||||||||
53 | Q5: Familiarity given familiarity with the category | 1 - 5 | Average 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 effort | 1 - 5 | Item 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 - 5 | Item 2 of complexity. Average score over all respondents. | |||||||||||||||||||||||
58 | ||||||||||||||||||||||||||
59 | Q6_3 -The product concept of (BRAND) is difficult to evaluate and understand | 1 - 5 | Item 3 of complexity. Average score over all respondents. | |||||||||||||||||||||||
60 | ||||||||||||||||||||||||||
61 | Q6_4 - Overall, I believe that using (BRAND) is easy | 1 - 5 | Item 4 of complexity. Average score over all respondents. | |||||||||||||||||||||||
62 | ||||||||||||||||||||||||||
63 | Q6_5 - using (BRAND) requires a lot of mental effort | 1 - 5 | Item 5 of complexity. Average score over all respondents. | |||||||||||||||||||||||
64 | ||||||||||||||||||||||||||
65 | Complexity | 1 - 5 | Average of the 5 complexity items. | |||||||||||||||||||||||
66 | ||||||||||||||||||||||||||
67 | Q6_6 - I have seen how another person is using (BRAND) | 1 - 5 | Item 1 of visibility. Average score over all respondents. | |||||||||||||||||||||||
68 | ||||||||||||||||||||||||||
69 | Q6_7 -In my environment, one sees (BRAND) quite often | 1 - 5 | Item 2 of visibility. Average score over all respondents. | |||||||||||||||||||||||
70 | ||||||||||||||||||||||||||
71 | Q6_8 - (BRAND) is not very visible in my environment | 1 - 5 | Item 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 - 5 | Item 4 of visibility. Average score over all respondents. | |||||||||||||||||||||||
74 | ||||||||||||||||||||||||||
75 | Q6_10 -It is rare that I see someone else using (BRAND) | 1 - 5 | Item 5 of visibility. Average score over all respondents. | |||||||||||||||||||||||
76 | ||||||||||||||||||||||||||
77 | Visibility | 1 - 5 | Average of the 5 visibility items. | |||||||||||||||||||||||
78 | ||||||||||||||||||||||||||
79 | Q6_11 - When using (BRAND) I am sure I will get what I expected | 1 - 5 | Item 1 of perceived risk. Average score over all respondents. | |||||||||||||||||||||||
80 | ||||||||||||||||||||||||||
81 | Q6_12 - using (BRAND) may cause me additional unplanned expenses | 1 - 5 | Item 2 of perceived risk. Average score over all respondents. | |||||||||||||||||||||||
82 | ||||||||||||||||||||||||||
83 | Q6_13 -using ( BRAND) might cause me social embarrassment | 1 - 5 | Item 3 of perceived risk. Average score over all respondents. | |||||||||||||||||||||||
84 | ||||||||||||||||||||||||||
85 | Perceived risk | 1 - 5 | Average of the 3 perceived risk items. | |||||||||||||||||||||||
86 | ||||||||||||||||||||||||||
87 | Q7_1 - Daring | 1 - 5 | Item 1 of excitement. Average score over all respondents. | |||||||||||||||||||||||
88 | ||||||||||||||||||||||||||
89 | Q7_2 - Trendy | 1 - 5 | Item 2 of excitement. Average score over all respondents. | |||||||||||||||||||||||
90 | ||||||||||||||||||||||||||
91 | Q7_3 - Exciting | 1 - 5 | Item 3 of excitement. Average score over all respondents. | |||||||||||||||||||||||
92 | ||||||||||||||||||||||||||
93 | Q7_4 - Spirited | 1 - 5 | Item 4 of excitement. Average score over all respondents. | |||||||||||||||||||||||
94 | ||||||||||||||||||||||||||
95 | Q7_5 - Cool | 1 - 5 | Item 5 of excitement. Average score over all respondents. | |||||||||||||||||||||||
96 | ||||||||||||||||||||||||||
97 | Q7_6 - Young | 1 - 5 | Item 6 of excitement. Average score over all respondents. | |||||||||||||||||||||||
98 | ||||||||||||||||||||||||||
99 | Q7_ 7 - Imaginative | 1 - 5 | Item 7 of excitement. Average score over all respondents. | |||||||||||||||||||||||
100 |