CONSTRUCT SUB - What does Questions and Item Code Source

DIMENSION dimension/sub-
S dimension
meaning
Brand Image - - BI1 I recognized the M.N. Zaeim (2016)
brand very easily
when company uses
none celebrity
endorsement
BI2 The brand with non- Debiprasad
celebrity Mukherjee (2015)
endorsement has a
good reputation
BI3 Customer as a hero Surbhi Malhotra
makes a difference (2016)
to the image of a
brand
Brand - - BP1 I prefer brand B.Y. Hakimi (2015)
Preference endorse by non-
celebrities rather
than celebrities
BP2 Would you stop Jennifer Edson
preferring a brand if Escalas (2012)
it changes its
endorsement from
celebrity to non-
celebrity?
BP3 Would a you prefer Jomon Aliyas Paul
a non-celebrity et al (2012)
endorse brand to
improve the social
status?
CONSTRUCT SUB - What does Questions and Item Code Source
DIMENSION dimension/sub-
S dimension
meaning
Brand Image - - BI5 The scandals M.N. Zaeim (2016)
attached with
celebrity destroy
the brand image
BI6 Credibility and Debiprasad
trustworthiness of Mukherjee (2015)
customer as a hero
are the influencing
factors on the brand
image
BI7 Through non Surbhi Malhotra
celebrity (2016)
endorsement I can
quickly identify the
brand
BI8 Non celebrity B.Y. Hakimi (2015)
endorsed brands
are better in quality
Brand - - BP4 I adapt brands very Jennifer Edson
Preference quickly through non Escalas (2012)
celebrity
endorsements
BP5 I prefer non Surbhi Malhotra
celebrity endorsed (2016)
brands because the
customer actually
use it themselves
CONSTRUCT SUB - What does Questions and Item Code Source
DIMENSION dimension/sub-
S dimension
meaning
Brand Image - - BI9 Non Celebrity M.N. Zaeim (2016)
endorsement has
better brand
advocates that
establishes the
brand image
BI10 In non-Celebrity Debiprasad
endorsements I see Mukherjee (2015)
myself as hero of
the brand
CONSTRUCT SUB - What does Questions and Item Code Source
DIMENSION dimension/sub-
S dimension
meaning
Brand Image - - BI11 Brand promotion Rene´e S. Jansen
through non- (2016)
celebrity endorsers
is a major factor in
establishing a brand
image
BI12 Non-Celebrity B.Y. Hakimi (2015)
endorsed brands
are of poor quality
because of an
ordinary customer
endorsing it
BI13 Advertisement Jennifer Edson
casting customer as Escalas (2012)
a hero is more
informative and
authentic rather
than appealing
Brand - - BP7 If you like an ad of Surbhi Malhotra
Preference brand with non- (2016)
celebrity
endorsement would
you prefer the
brand as well
BP8 I feel a close Debiprasad
association with Mukherjee (2015)
non-celebrity
endorsed brands
https://docs.google.com/forms/d/e/1FAIpQLScB9Q2t40YRxyBSgExNfpOywIs-
PFSnIiFwsIAFdIsTnMrDHg/viewform