City Research Online

Abstract

Research involving brands has increased substantially in recent decades. Yet, there is no extensive and free dataset of consumer responses to branding stimuli. 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 methodologicallytransparent, 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 two 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).

Publication Type:	Article
Additional Information:	The version of record of this article, will be published in Behavior Research Methods and be available online at Publisher’s website: https://link.springer.com/journal/13428
Publisher Keywords:	brand attitudes; brand awareness; brand logos; brand recognition; consumer responses
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Departments:	Bayes Business School Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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