ABCDEFGHIJKLMNOPQRSTUVWXYZ
1
VariableValuesComments
2
Category code1Beauty products
3
2Beverages
4
3Cars
5
4Children's products
6
5Clothing products
7
6Department stores
8
7Financial services
9
8Food and dining
10
9Health products and services
11
10Home design and decoration
12
11Household Products (cleaning ingredients etc.)
13
12Media and entertainment
14
13Sports and hobbies
15
14Technology products and stores
16
15Telecommunications
17
16Travel services
18
Data from the Young and Rubicam BAV panel
19
The exact wording of the entire questionnaire is not avaliable to us. We include here only the information directly relevant to the data.
20
Total_Users_pct0-100Usage: "How often do you buy or use BRAND"? The percentage of respondents who chose Use_3 (Buy or use occasionally), or Use_4 (Buy or use regularly/often).
21
22
Total_Prefer_pct0-100Consideration: "How do you feel about buying/using this brand in the future? The percentage of respondents who chose
Consider_3 (One of several brands I’d buy/use) or Consider_4 (The one brand I’d prefer to buy/use).
23
24
Energized_Differentiation_C0-1Can be slightly > 1 because of population quota weighting.Average (Different_pct, Distinctive_pct, Unique_pct, Dynamic_pct, Innovative_pct)/100. Each of these components indicate the percentage of respondents who checked this attribute with respect to the brand.
25
26
Relevance_C0-6Average of scores for the question "How appropriate is BRAND for you personally?" (scale of 1-7) -1.
27
28
Esteem_C0-1Can be slightly >1 because of population quota weighting.(Regard_MS-1)*(.35*Reliable+.05*High_quality+.6*Leader) / 100
Regard_MS : How highly you think of BRAND (1-7)
Reliable_pct High_quality_pct, Leader_pct - the precentage of people who checked this attribute with respect to the brand
29
30
Knowledge_C0-6Knowledge_MS -1
Knowledge_MS: How familiar are you with BRAND? (1-7)
31
32
Brand_Stature_C0-6Esteem_C*Knowledge_C
33
34
Brand_Strength_C0-6Energized_Differentiation_C*Relevance_C
35
36
Brand_Asset_C0-36Brand_Stature_C*Brand_Strength_C
37
38
Different_pct …. High_quality_pct0-1008 attributesThe percentage of respondents who checked this attribute with respect to the brand. These are the components of Energized_differentiation and Esteem.
39
40
Arrogant_pct … Worth_More_pct0-10040 attributesThe percentage of respondents who checked this attribute with respect to the brand.
41
42
The 8 factors of brand personality (Cutting_edge_C… distant_C)0-100Weighted averages of the 40 attributes above
43
44
Loyalty (Adapts_to_my_needs_pct … Would_miss_if_went_away_pct)0-10018 attributesThe percentage of respondents who checked this attribute with respect to the brand.
45
46
Regard_MS1 - 7
How highly you think of BRAND? Average score across all respondents.
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100