'Pick any' measures contaminate brand image studies

Brand image measures using the typical ‘pick any’ answer format have been shown to be unstable (Rungie et al.
Dolnicar, Rossiter and Grün

‘Pick any’ measures contaminate brand image studies

Sara Dolnicar and John R. Rossiter

University of Wollongong

Bettina Grün

Johannes Kepler University Linz

Introduction

Consumers’ brand-attribute associations recorded with the commercially popular ‘pick any’ measure are very unstable (Castleberry et al. 1994): the average repeatability of associations on a retest is only 50%. This means that, if respondents are asked twice in a row whether they associate Coca-Cola with refreshing the first time, the likelihood that they will associate Coca-Cola with refreshing again in a second survey is only 50%.

If this low stability...

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