Anketa o ugledu korporativnih blagovnih znamk, 2019: Porabniške zaznave korporativnega ugleda ameriških znamk

Basic Study Information

ADP - IDNo: AUKZ19
DOI: https://doi.org/10.17898/ADP_AUKZ19_V1
Main author(s):
  • Gidaković, Petar
  • Žabkar, Vesna
Data file producer:
EF - Ekonomska fakulteta, Univerza v Ljubljani (Ljubljana, Slovenija; junij 2019)

Funding agency:

Javna agencija za raziskovalno dejavnost Republike Slovenije

Series:
  • BLAGZNAM/Blagovne znamke

    Raziskave v seriji Blagovne znamke so bile izvedene v okviru mednarodnega raziskovalnega projekta "Spremljanje preferenc potrošnikov skozi potrošniške stereotipe" (N5-0084), katerega namen je proučiti, kako različne vrste porabniških stereotipov v zvezi z blagovnimi znamkami (država izvora, tipični kupci znamke, znamka sama) vplivajo na nakupno vedenje porabnikov. Stereotipe, skladno z modelom vsebine stereotipov (angl. Stereotype content model) opredelimo kot zaznave topline in kompetentnosti objekta (znamke, kupca, države). Raziskave so bile izvedene na prebivalcih Združenega Kraljestva (APSBZ19 in EKUPSZ19) v starosti od 18 do 90 let oziroma prebivalcih ZDA (AUKZ19), v starosti nad 18 let, ki sodelujejo na spletnem panelu Prolific Academic.

Study Content

Keywords ADP: korporativni ugled, zaznave porabnikov, zaupanje v blagovne znamke, vtis kompetentnosti, vtis topline, model vsebine stereotipov

Keywords ELSST:
BLAGOVNA ZNAMKA, ANKETA

Topic Classification CESSDA
GOSPODARSTVO - Poraba in navade porabnikov
Topic Classification CERIF
Trženje
Topic Classification ADP
VEDENJSKE NAMERE
STEREOTIPI
UGLED
OSEBNOSTNE RAZLIKE
DEMOGRAFIJA


Abstract:

Raziskava je bila izvedena v okviru mednarodnega raziskovalnega projekta "Spremljanje preferenc potrošnikov skozi potrošniške stereotipe", katerega namen je proučiti, kako različne vrste porabniških stereotipov v zvezi z blagovnimi znamkami (država izvora, tipični kupci znamke, znamka sama) vplivajo na nakupno vedenje porabnikov. Stereotipe, skladno z modelom vsebine stereotipov (angl. Stereotype content model), opredelimo kot zaznave topline in kompetentnosti objekta (znamke, kupca, države). Raziskava se osredotoča na porabniške stereotipe v zvezi s korporativno blagovno znamko in poskuša odgovoriti na vprašanje, kako dimenzije korporativnega ugleda (naravnanost h kupcem, dober delodajalec, družbeno in okoljsko odgovorno podjetje, kakovost izdelkov in storitev ter finančno močno in zanesljivo podjetje) vplivajo na zaznave topline oziroma kompetentnosti. Dodatno je cilj raziskave tudi preveriti, kako zaznave topline in kompetentnosti prenašajo (mediacija) vplive dimenzij korporativnega ugleda na zaupanje potrošnika do korporativne znamke. Za potrebe preverjanja konceptualnega modela je bilo izbranih sedem znamk (Amazon, American Airlines, Bank of America, Honda, Nestle, Papa John's in T-Mobile), ki so prisotne na ameriškem trgu, prihajajo iz različnih panog in imajo različne stopnje korporativnega ugleda glede na lestvice korporativnega ugleda (to so RepTrak, Reputation Quotient). Vsakemu respondentu je bila naključno dodeljena samo ena znamka, za katero so bile opravljene meritve konstruktov. Vsi konstrukti v vprašalniku so bili merjeni z uveljavljenimi merskimi lestvicami.

Methodology


Collection date: 4. junij 2019 - 5. junij 2019
Date of production: 2019-06
Country: Združene države Amerike
Geographic coverage:

Združene države Amerike

Unit of analysis:

Posameznik

Universe:

Prebivalci ZDA, stari nad 18 let, ki sodelujejo v spletnem panelu Prolific Academic.

Excluded: no information
Data collected by:

Gidaković, Petar

Sampling procedure:

Neverjetnostno: priložnostno

Vzorčni okvir je bil spletni panel Prolific Academic. V prvem koraku so avtorji določili kriterije (prebivalci ZDA v starosti nad 18 let) za izbor potencialnih respondentov. Panel je podal oceno, da kriterijem ustreza 30.946 aktivnih panelistov (to so tisti, ki so v zadnjih 90 dneh sodelovali v kakšni anketi), ki jim je bilo v drugem koraku na njihov uporabniški račun na spletni strani panela prikazano vabilo za sodelovanje v anketi. Tisti, ki dobivajo obvestila o novih anketah preko e-pošte, so bili povabljeni tudi preko omenjenega kanala. Respondenti so se sami odločili za sodelovanje, posledično vzorec ni reprezentativen.

Mode of data collection:

Vprašalnik za samoizpolnjevanje: spletni

Weighting:

Brez uteževanja.

Access restrictions

Podatki in dokumentacija so na voljo pod mednarodno licenco Creative Commons Priznanje avtorstva 4.0. Arhiv izroča podatke uporabnikom samo za namen, ki ga posebej opredelijo, ob zagotovitvi spoštovanja profesionalnih etičnih kodeksov. Uporabnik se posebej zaveže, da bo skrbel za tajnost podatkov in opravljal analize brez poskusov identifikacije posameznika.

Contact: Arhiv družboslovnih podatkov

Pri objavah, ki bi sledile na podlagi podatkov, je potrebno polno citirati avtorja in Arhiv.

Vsak uporabnik je dolžan opozoriti na morebitne pomanjkljivosti gradiva in poslati Arhivu 2 kopiji nastalih besedil.

Uporabnik naj pred uporabo pozorno prebere spremljajočo dokumentacijo in se v primeru nejasnosti obrne na avtorje raziskave ali Arhiv.

Basic Data File Description

Title of Data file: Survey about reputation of corporate brands, 2019: Consumers' perceptions of corporate reputation for American brands [Podatkovna datoteka]

File ID: F1

Author of Data file: Gidaković, Petar; Žabkar, Vesna

Format: *.txt - TEKST

  • number of variables: 69
  • number of units: 443

License: ccby

Version: april 2020

Variable list

Consent CONSENT FOR PERSONAL DATA PROCESSING FOR THE PURPOSES OF THE SCIENTIFIC-RESEARCH PROJECT (GDPR)

CONSENT FOR PERSONAL DATA PROCESSING FOR THE PURPOSES OF THE SCIENTIFIC-RESEARCH PROJECT (GDPR)

Value 13 Frequency
1 I agree 443
2 I disagree 0
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 2

Brand Brand

Brand

Value 22 Frequency
1 Papa John's 63
2 Bank of America 65
3 T-mobile 70
4 American Airlines 70
5 Honda 63
6 Nestle 62
7 Amazon 50
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BFam How familiar are you with BRAND.

BFam - How familiar are you with BRAND? (BRAND's logo was displayed (see at the end of the questionnaire)

Value 31 Frequency
0 Totally unfamilair 4
100 Totally familair 99
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0 0 100

Valid range from 0 to 100

Consent CONSENT FOR PERSONAL DATA PROCESSING FOR THE PURPOSES OF THE SCIENTIFIC-RESEARCH PROJECT (GDPR)

CONSENT FOR PERSONAL DATA PROCESSING FOR THE PURPOSES OF THE SCIENTIFIC-RESEARCH PROJECT (GDPR)

Value 169 Frequency
1 I agree 443
2 I disagree 0
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 2

Brand Brand

Brand

Value 268 Frequency
1 Papa John's 63
2 Bank of America 65
3 T-mobile 70
4 American Airlines 70
5 Honda 63
6 Nestle 62
7 Amazon 50
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BFam How familiar are you with BRAND.

BFam - How familiar are you with BRAND? (BRAND's logo was displayed (see at the end of the questionnaire)

Value 367 Frequency
0 Totally unfamilair 4
100 Totally familair 99
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0 0 100

Valid range from 0 to 100

BUsage Have you personally used BRAND's products or services over the past 12 months?

BUsage - Have you personally used BRAND's products or services over the past 12 months?

Value 466 Frequency
1 No 235
2 Yes 208
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 2

PI1 It is very likely that I will use BRAND in the future. PI - Do you agree or disagree with following statements?

It is very likely that I will use BRAND in the future.

Value 565 Frequency
1 Strongly disagree 42
2 Disagree 47
3 Somewhat disagree 36
4 Neutral 75
5 Somewhat agree 68
6 Agree 94
7 Strongly agree 81
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PI2 I will purchase from BRAND the next time I need such a service/product. PI - Do you agree or disagree with following statements?

I will purchase from BRAND the next time I need such a PRODUCT/SERVICE.

Value 664 Frequency
1 Strongly disagree 55
2 Disagree 55
3 Somewhat disagree 48
4 Neutral 125
5 Somewhat agree 61
6 Agree 57
7 Strongly agree 42
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PI3 I will definitely try BRAND in the future. PI - Do you agree or disagree with following statements?

I will definitely try BRAND in the future.

Value 763 Frequency
1 Strongly disagree 44
2 Disagree 39
3 Somewhat disagree 30
4 Neutral 82
5 Somewhat agree 85
6 Agree 94
7 Strongly agree 69
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BLoy1 I consider myself to be loyal to BRAND. BLoy - To what extent do you agree with following statements about BRAND?

I consider myself to be loyal to BRAND.

Value 862 Frequency
1 Strongly disagree 112
2 Disagree 96
3 Somewhat disagree 55
4 Neutral 93
5 Somewhat agree 36
6 Agree 35
7 Strongly agree 16
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BLoy2 BRAND would be my first choice. BLoy - To what extent do you agree with following statements about BRAND?

BRAND would be my first choice.

Value 961 Frequency
1 Strongly disagree 97
2 Disagree 90
3 Somewhat disagree 58
4 Neutral 85
5 Somewhat agree 49
6 Agree 48
7 Strongly agree 16
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BLoy3 I will not buy other brands of product/service if BRAND is available. BLoy - To what extent do you agree with following statements about BRAND?

I will not buy other brands of PRODUCT/SERVICE if BRAND is available.

Value 1060 Frequency
1 Strongly disagree 139
2 Disagree 104
3 Somewhat disagree 76
4 Neutral 62
5 Somewhat agree 34
6 Agree 23
7 Strongly agree 5
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PWOM1 Say positive things about BRAND. PWOM - How likely are you to do any of the following?

Say positive things about BRAND.

Value 1159 Frequency
1 Very unlikely 48
2 32
3 41
4 129
5 77
6 68
7 Very likely 48
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PWOM2 Recommend BRAND to others. PWOM - How likely are you to do any of the following?

Recommend BRAND to others.

Value 1258 Frequency
1 Very unlikely 60
2 35
3 46
4 119
5 75
6 64
7 Very likely 44
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PWOM3 Recommend BRAND to someone else who seeks my advice. PWOM - How likely are you to do any of the following?

Recommend BRAND to someone else who seeks my advice.

Value 1357 Frequency
1 Very unlikely 59
2 40
3 50
4 112
5 69
6 67
7 Very likely 46
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BT1 I trust BRAND. BT - To what extent do you agree with following statements about BRAND?

I trust BRAND.

Value 1456 Frequency
1 Strongly disagree 37
2 Disagree 28
3 Somewhat disagree 34
4 Neutral 116
5 Somewhat agree 93
6 Agree 106
7 Strongly agree 29
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BT2 I feel comfortable depending on BRAND. BT - To what extent do you agree with following statements about BRAND?

I feel comfortable depending on BRAND.

Value 1555 Frequency
1 Strongly disagree 39
2 Disagree 30
3 Somewhat disagree 33
4 Neutral 112
5 Somewhat agree 86
6 Agree 108
7 Strongly agree 35
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BT3 I rely on BRAND to deliver on its brand promise. BT - To what extent do you agree with following statements about BRAND?

I rely on BRAND to deliver on its brand promise.

Value 1654 Frequency
1 Strongly disagree 39
2 Disagree 20
3 Somewhat disagree 25
4 Neutral 114
5 Somewhat agree 85
6 Agree 119
7 Strongly agree 41
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

ATTCHK1 Please, select number 5 on the list and move to the next page.

ATTCHECK1 - Please, select number 5 on the list and move to the next page.

Value 1753 Frequency
5 443
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 5 to 5

BW1 The majority of Americans sees BRAND as ... cold/warm Q1 - We now want you think about how does the majority of Americans see BRAND. BW - The majority of Americans sees BRAND as ...

Cold / Warm

Value 1852 Frequency
1 cold 14
2 30
3 58
4 122
5 98
6 74
7 warm 47
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BW2 The majority of Americans sees BRAND as ... ill-natured/good-natured Q1 - We now want you think about how does the majority of Americans see BRAND. BW - The majority of Americans sees BRAND as ...

Ill-natured / Good-natured

Value 1951 Frequency
1 ill-natured 14
2 22
3 50
4 124
5 98
6 86
7 good-natured 49
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BW3 The majority of Americans sees BRAND as ... unfriendly/friendly Q1 - We now want you think about how does the majority of Americans see BRAND. BW - The majority of Americans sees BRAND as ...

Unfriendly / Friendly

Value 2050 Frequency
1 unfriendly 16
2 11
3 53
4 110
5 98
6 100
7 friendly 55
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BW4 The majority of Americans sees BRAND as ... unkind/kind Q1 - We now want you think about how does the majority of Americans see BRAND. BW - The majority of Americans sees BRAND as ...

Unkind / Kind

Value 2149 Frequency
1 unkind 14
2 17
3 60
4 137
5 104
6 65
7 kind 46
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BC1 The majority of Americans sees BRAND as ... incompetent/competent BC - The majority of Americans sees BRAND as ...

Incompetent / Competent

Value 2248 Frequency
1 incompetent 6
2 18
3 39
4 74
5 95
6 128
7 competent 83
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BC2 The majority of Americans sees BRAND as ... unintelligent/intelligent BC - The majority of Americans sees BRAND as ...

Unintelligent / Intelligent

Value 2347 Frequency
1 unintelligent 7
2 13
3 36
4 114
5 104
6 109
7 intelligent 60
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BC3 The majority of Americans sees BRAND as ... inefficient/efficient BC - The majority of Americans sees BRAND as ...

Inefficient / Efficient

Value 2446 Frequency
1 inefficient 8
2 18
3 35
4 89
5 112
6 99
7 efficient 82
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BC4 The majority of Americans sees BRAND as ... incapable/capable BC - The majority of Americans sees BRAND as ...

Incapable / Capable

Value 2545 Frequency
1 incapable 8
2 14
3 33
4 78
5 90
6 134
7 capable 86
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

CO1 BRAND has employees who treat customers courteously. Q2 - Now we want you to again focus on your own opinion about BRAND. CO - Do you disagree or agree that BRAND...

... has employees who treat customers courteously.

Value 2644 Frequency
1 Strongly disagree 6
2 Disagree 10
3 Somewhat disagree 13
4 Neutral 160
5 Somewhat agree 108
6 Agree 118
7 Strongly agree 28
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

CO2 BRAND has employees who are concerned about customer needs. Q2 - Now we want you to again focus on your own opinion about BRAND. CO - Do you disagree or agree that BRAND...

... has employees who are concerned about customer needs.

Value 2743 Frequency
1 Strongly disagree 7
2 Disagree 17
3 Somewhat disagree 23
4 Neutral 152
5 Somewhat agree 108
6 Agree 111
7 Strongly agree 25
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

CO3 BRAND is concerned about its customers. Q2 - Now we want you to again focus on your own opinion about BRAND. CO - Do you disagree or agree that BRAND...

... is concerned about its customers.

Value 2842 Frequency
1 Strongly disagree 19
2 Disagree 24
3 Somewhat disagree 45
4 Neutral 110
5 Somewhat agree 102
6 Agree 110
7 Strongly agree 33
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

GE1 BRAND looks like a good company to work for. GE - Do you disagree or agree that BRAND...

... looks like a good company to work for.

Value 2941 Frequency
1 Strongly disagree 37
2 Disagree 38
3 Somewhat disagree 30
4 Neutral 155
5 Somewhat agree 90
6 Agree 72
7 Strongly agree 21
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

GE2 BRAND seems to treat its people well. GE - Do you disagree or agree that BRAND...

... seems to treat its people well.

Value 3040 Frequency
1 Strongly disagree 30
2 Disagree 24
3 Somewhat disagree 33
4 Neutral 169
5 Somewhat agree 97
6 Agree 70
7 Strongly agree 20
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

GE3 BRAND seems to have excellent leadership. GE - Do you disagree or agree that BRAND...

... seemsto have excellent leadership.

Value 3139 Frequency
1 Strongly disagree 29
2 Disagree 22
3 Somewhat disagree 41
4 Neutral 178
5 Somewhat agree 77
6 Agree 71
7 Strongly agree 25
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

RFSC1 BRAND tends to outperform competitors. RFSC - Do you disagree or agree that BRAND...

... tends to outperform competitors.

Value 3238 Frequency
1 Strongly disagree 18
2 Disagree 40
3 Somewhat disagree 47
4 Neutral 131
5 Somewhat agree 92
6 Agree 78
7 Strongly agree 37
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

RFSC2 BRAND seems to recognize and take advantage of market opportunities. RFSC - Do you disagree or agree that BRAND...

... seems to recognize and take advantage of market opportunities.

Value 3337 Frequency
1 Strongly disagree 7
2 Disagree 20
3 Somewhat disagree 21
4 Neutral 124
5 Somewhat agree 121
6 Agree 102
7 Strongly agree 48
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

RFSC3 BRAND looks like it has strong prospects for future growth. RFSC - Do you disagree or agree that BRAND...

... looks like it has strong prospects for future growth.

Value 3436 Frequency
1 Strongly disagree 10
2 Disagree 16
3 Somewhat disagree 34
4 Neutral 123
5 Somewhat agree 118
6 Agree 95
7 Strongly agree 47
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

RFSC4 BRAND is a top competitor in its market. RFSC - Do you disagree or agree that BRAND...

... is a top competitor in its market.

Value 3535 Frequency
1 Strongly disagree 8
2 Disagree 15
3 Somewhat disagree 32
4 Neutral 62
5 Somewhat agree 116
6 Agree 131
7 Strongly agree 79
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PSQ1 BRAND offers high quality products and services. PSQ - Do you disagree or agree that BRAND....

... offers high quality products and services.

Value 3634 Frequency
1 Strongly disagree 17
2 Disagree 23
3 Somewhat disagree 37
4 Neutral 90
5 Somewhat agree 115
6 Agree 117
7 Strongly agree 44
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PSQ2 BRAND is a strong, reliable company. PSQ - Do you disagree or agree that BRAND....

... is a strong, reliable company.

Value 3733 Frequency
1 Strongly disagree 15
2 Disagree 22
3 Somewhat disagree 35
4 Neutral 74
5 Somewhat agree 117
6 Agree 125
7 Strongly agree 55
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PSQ3 BRAND develops innovative products and services. PSQ - Do you disagree or agree that BRAND....

... develops innovative products and services.

Value 3832 Frequency
1 Strongly disagree 20
2 Disagree 28
3 Somewhat disagree 47
4 Neutral 125
5 Somewhat agree 109
6 Agree 70
7 Strongly agree 44
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

PSQ4 BRAND offers products and services that are a good value for the money. PSQ - Do you disagree or agree that BRAND....

... offers products and services that are a good value for the money.

Value 3931 Frequency
1 Strongly disagree 15
2 Disagree 14
3 Somewhat disagree 37
4 Neutral 101
5 Somewhat agree 114
6 Agree 111
7 Strongly agree 51
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SER1 BRAND seems to be environmentally responsible. SER - Do you disagree or agree that BRAND...

... seems to be environmentally responsible.

Value 4030 Frequency
1 Strongly disagree 31
2 Disagree 37
3 Somewhat disagree 61
4 Neutral 199
5 Somewhat agree 57
6 Agree 54
7 Strongly agree 4
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SER2 BRAND seems to make an effort to create new jobs. SER - Do you disagree or agree that BRAND...

... seems to make an effort to create new jobs.

Value 4129 Frequency
1 Strongly disagree 19
2 Disagree 18
3 Somewhat disagree 41
4 Neutral 201
5 Somewhat agree 94
6 Agree 56
7 Strongly agree 14
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SER3 BRAND supports good causes that benefit society. SER - Do you disagree or agree that BRAND...

... supports good causes that benefit society.

Value 4228 Frequency
1 Strongly disagree 71
2 Disagree 75
3 Somewhat disagree 76
4 Neutral 150
5 Somewhat agree 39
6 Agree 27
7 Strongly agree 5
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SER4 BRAND would reduce its profits to ensure a clean environment. SER - Do you disagree or agree that BRAND...

... would reduce its profits to ensure a clean environment.

Value 4327 Frequency
1 Strongly disagree 33
2 Disagree 23
3 Somewhat disagree 53
4 Neutral 199
5 Somewhat agree 83
6 Agree 42
7 Strongly agree 10
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

Inv1 For me, PRODUCT/SERVICE is very important. PCInv - Do you disagree or agree with the following statements?

For me, PRODUCT/SERVICE is very important.

Value 4426 Frequency
1 Strongly disagree 9
2 Disagree 25
3 Somewhat disagree 22
4 Neutral 32
5 Somewhat agree 97
6 Agree 159
7 Strongly agree 99
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

Inv2 For me, PRODUCT/SERVICE does not matter. PCInv - Do you disagree or agree with the following statements?

For me, PRODUCT/SERVICE does not matter.

Value 4525 Frequency
1 Strongly disagree 8
2 Disagree 35
3 Somewhat disagree 30
4 Neutral 31
5 Somewhat agree 80
6 Agree 145
7 Strongly agree 114
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

Inv3 PRODUCT/SERVICE is very important part of my life. PCInv - Do you disagree or agree with the following statements?

PRODUCT/SERVICE is very important part of my life.

Value 4624 Frequency
1 Strongly disagree 17
2 Disagree 30
3 Somewhat disagree 40
4 Neutral 58
5 Somewhat agree 91
6 Agree 127
7 Strongly agree 80
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

ATTCHK2 Please select "Somewhat agree".

Please select "Somewhat agree".

Value 4723 Frequency
1 Strongly disagree 0
2 Disagree 0
3 Somewhat disagree 1
4 Neutral 1
5 Somewhat agree 441
6 Agree 0
7 Strongly agree 0
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch1 I couldnt care less what brands people around me are using. BSch - To which extent do youagree or disagree with following statements?

I couldn't care less what brands people around me are using.

Value 4822 Frequency
1 Strongly disagree 77
2 Disagree 128
3 Somewhat disagree 88
4 Neutral 44
5 Somewhat agree 63
6 Agree 38
7 Strongly agree 5
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch2 Product features are more important than brand names in my buying decisions. BSch - To which extent do youagree or disagree with following statements?

Product features are more important than brand names in my buying decisions.

Value 4921 Frequency
1 Strongly disagree 113
2 Disagree 161
3 Somewhat disagree 105
4 Neutral 41
5 Somewhat agree 11
6 Agree 7
7 Strongly agree 5
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch3 When I go shopping, I am always scanning the environmentfor brand names. BSch - To which extent do youagree or disagree with following statements?

When I go shopping, I am always scanning the environmentfor brand names.

Value 5020 Frequency
1 Strongly disagree 36
2 Disagree 101
3 Somewhat disagree 91
4 Neutral 89
5 Somewhat agree 91
6 Agree 29
7 Strongly agree 6
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch4 Brands are not at all important to me. BSch - To which extent do youagree or disagree with following statements?

Brands are not at all important to me.

Value 5119 Frequency
1 Strongly disagree 39
2 Disagree 85
3 Somewhat disagree 112
4 Neutral 51
5 Somewhat agree 99
6 Agree 46
7 Strongly agree 11
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch5 Brand name considerably influences my buying decisions. BSch - To which extent do youagree or disagree with following statements?

Brand name considerably influences my buying decisions.

Value 5218 Frequency
1 Strongly disagree 34
2 Disagree 77
3 Somewhat disagree 90
4 Neutral 85
5 Somewhat agree 105
6 Agree 45
7 Strongly agree 7
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

Bsch6 I like to surround myself with recognizable brand names at home. BSch - To which extent do youagree or disagree with following statements?

I like to surround myself with recognizable brand names at home.

Value 5317 Frequency
1 Strongly disagree 55
2 Disagree 88
3 Somewhat disagree 88
4 Neutral 87
5 Somewhat agree 85
6 Agree 33
7 Strongly agree 7
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch7 When I am considering products, the brand name is more important to me than any other information. BSch - To which extent do youagree or disagree with following statements?

When I am considering products, the brand name is more important to me than any other information.

Value 5416 Frequency
1 Strongly disagree 134
2 Disagree 132
3 Somewhat disagree 77
4 Neutral 57
5 Somewhat agree 29
6 Agree 10
7 Strongly agree 4
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch8 Brands are important to me because they indicate social status. BSch - To which extent do youagree or disagree with following statements?

Brands are important to me because they indicate social status.

Value 5515 Frequency
1 Strongly disagree 171
2 Disagree 110
3 Somewhat disagree 46
4 Neutral 52
5 Somewhat agree 46
6 Agree 15
7 Strongly agree 3
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch9 The brand name is the least important information to me when I am considering a product. BSch - To which extent do youagree or disagree with following statements?

The brand name is the least important information to me when I am considering a product.

Value 5614 Frequency
1 Strongly disagree 56
2 Disagree 68
3 Somewhat disagree 97
4 Neutral 86
5 Somewhat agree 79
6 Agree 44
7 Strongly agree 13
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

BSch10 I keep abreast of the brands people around me are using. BSch - To which extent do youagree or disagree with following statements?

I keep abreast of the brands people around me are using.

Value 5713 Frequency
1 Strongly disagree 63
2 Disagree 99
3 Somewhat disagree 62
4 Neutral 98
5 Somewhat agree 84
6 Agree 28
7 Strongly agree 9
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SDB1 I like to gossip at times. SDB - To what degree do do you disagree or agree with following statements?

I like to gossip at times.

Value 5812 Frequency
1 Strongly disagree 49
2 Disagree 87
3 Somewhat disagree 69
4 Neutral 44
5 Somewhat agree 123
6 Agree 57
7 Strongly agree 11
-1 no answer 3
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
440 3 1 7

Valid range from 1 to 7

SDB2 I have never deliberately said something that hurt someones feelings. SDB - To what degree do do you disagree or agree with following statements?

I have never deliberately said something that hurt someone's feelings.

Value 5911 Frequency
1 Strongly disagree 48
2 Disagree 118
3 Somewhat disagree 108
4 Neutral 57
5 Somewhat agree 47
6 Agree 45
7 Strongly agree 17
-1 no answer 3
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
440 3 1 7

Valid range from 1 to 7

SDB3 Im always willing to admit it when I make a mistake. SDB - To what degree do do you disagree or agree with following statements?

I'm always willing to admit it when I make a mistake.

Value 6010 Frequency
1 Strongly disagree 7
2 Disagree 11
3 Somewhat disagree 40
4 Neutral 47
5 Somewhat agree 131
6 Agree 146
7 Strongly agree 60
-1 no answer 1
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
442 1 1 7

Valid range from 1 to 7

SDB4 There have been occasions when I took advantage of someone. SDB - To what degree do do you disagree or agree with following statements?

There have been occasions when I took advantage of someone.

Value 619 Frequency
1 Strongly disagree 27
2 Disagree 56
3 Somewhat disagree 71
4 Neutral 58
5 Somewhat agree 129
6 Agree 93
7 Strongly agree 9
-1 no answer 0
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 7

SDB5 I sometimes try to get even rather than forgive and forget. SDB - To what degree do do you disagree or agree with following statements?

I sometimes try to get even rather than forgive and forget.

Value 628 Frequency
1 Strongly disagree 54
2 Disagree 78
3 Somewhat disagree 69
4 Neutral 68
5 Somewhat agree 98
6 Agree 54
7 Strongly agree 19
-1 no answer 3
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
440 3 1 7

Valid range from 1 to 7

SDB6 At times, I have really insisted on having things my own way. SDB - To what degree do do you disagree or agree with following statements?

At times, I have really insisted on having things my own way.

Value 637 Frequency
1 Strongly disagree 6
2 Disagree 23
3 Somewhat disagree 27
4 Neutral 62
5 Somewhat agree 162
6 Agree 116
7 Strongly agree 45
-1 no answer 2
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
441 2 1 7

Valid range from 1 to 7

RStat Are you currently a student enrolled in a college or university?

RStat - Are you currently a student enrolled in a college or university?

Value 646 Frequency
0 No 327
1 Yes 116
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 0 to 1

XSTAR How old are you?

XSTARleta - How old are you?

Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0 18 73 33.034 11.453

Valid range from 18 to 73

XSPOL Your gender is:

XSPOL - Your gender is:

Value 664 Frequency
1 Male 185
2 Female 252
3 Other 4
4 Do not want to say 2
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
441 2

Valid range from 1 to 3

XDOH What was your total household income before taxes for the most recent calendar year (January through December)?

XDOH - What was your total household income before taxes for the most recent calendar year (January through December)? By your household, we mean all persons living in your primary home who share basic finances with you. (Please include income received by all members of your household and from all sources, including salaries, pensions, interest, dividends, bonuses, capital gains, and profits.)

Value 673 Frequency
1 Less than USD 5,000 22
2 USD 5,000 - USD 9,999 8
3 USD 10,000 - USD 14,999 15
4 USD 15,000 - USD 19,999 16
5 USD 20,000 - USD 24,999 23
6 USD 25,000 - USD 29,999 28
7 USD 30,000 - USD 34,999 29
8 USD 35,000 - USD 39,999 16
9 USD 40,000 - USD 44,999 16
10 USD 45,000 - USD 49,999 34
11 USD 50,000 - USD 59,999 42
12 USD 60,000 - USD 74,999 51
13 USD 75,000 - USD 99,999 54
14 USD 100,000 - USD 149,999 63
15 USD 150,000 - USD 199,999 14
16 USD 200,000 - USD 249,999 6
17 USD 250,000 or more 6
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Valid range from 1 to 17

PID_r Panel ID number

Panel ID number

Value 682 Frequency
Zakrita vrednost 443
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

TIME Interview time

Interview time

Value 691 Frequency
0:03:33,00 1
0:03:36,00 1
0:03:38,00 1
0:03:39,00 1
0:03:39,99 1
0:03:41,00 1
0:03:44,99 2
0:03:45,00 1
0:03:46,00 1
0:03:46,99 1
0:03:47,00 1
0:03:47,99 2
0:03:48,00 1
0:03:48,99 1
0:03:50,99 1
0:03:51,99 1
0:03:52,00 2
0:03:52,99 3
0:03:54,00 3
0:03:54,99 2
0:03:55,00 2
0:03:55,99 1
0:03:56,00 1
0:03:57,00 2
0:04:00,00 1
0:04:01,99 1
0:04:02,99 1
0:04:03,00 2
0:04:03,99 1
0:04:06,99 2
0:04:07,99 1
0:04:08,00 1
0:04:08,99 1
0:04:10,99 2
0:04:11,00 3
0:04:12,00 2
0:04:13,00 2
0:04:13,99 2
0:04:14,00 1
0:04:14,99 1
0:04:16,00 2
0:04:16,99 2
0:04:17,00 3
0:04:17,99 1
0:04:19,00 3
0:04:21,00 2
0:04:21,99 2
0:04:22,99 1
0:04:24,99 1
0:04:25,99 1
0:04:26,00 1
0:04:27,00 1
0:04:28,00 1
0:04:29,99 1
0:04:31,00 1
0:04:32,00 1
0:04:32,99 1
0:04:33,99 5
0:04:35,00 1
0:04:35,99 1
0:04:37,99 1
0:04:38,99 1
0:04:39,00 1
0:04:40,99 1
0:04:41,99 2
0:04:42,99 1
0:04:43,00 1
0:04:43,99 1
0:04:44,99 3
0:04:48,00 1
0:04:48,99 1
0:04:49,00 1
0:04:50,00 1
0:04:51,00 2
0:04:51,99 2
0:04:56,00 1
0:04:56,99 2
0:04:57,99 2
0:04:58,99 1
0:05:00,99 1
0:05:02,00 2
0:05:03,00 1
0:05:04,00 1
0:05:05,00 1
0:05:07,00 1
0:05:07,99 3
0:05:08,99 1
0:05:10,00 2
0:05:10,99 1
0:05:12,00 1
0:05:15,00 2
0:05:15,99 3
0:05:19,99 1
0:05:21,00 2
0:05:21,99 1
0:05:23,00 3
0:05:24,99 2
0:05:26,00 2
0:05:26,99 1
0:05:27,99 1
0:05:29,00 1
0:05:29,99 1
0:05:31,99 1
0:05:32,99 5
0:05:33,00 2
0:05:34,00 1
0:05:34,99 1
0:05:35,00 2
0:05:37,99 4
0:05:39,00 1
0:05:39,99 2
0:05:40,00 2
0:05:40,99 2
0:05:41,00 1
0:05:42,00 2
0:05:42,99 2
0:05:43,00 3
0:05:43,99 2
0:05:45,99 1
0:05:47,00 2
0:05:47,99 2
0:05:50,00 1
0:05:51,00 3
0:05:51,99 2
0:05:53,00 1
0:05:54,00 1
0:05:55,00 1
0:05:56,99 2
0:05:58,00 1
0:05:59,99 8
0:06:00,99 1
0:06:01,99 1
0:06:02,00 2
0:06:04,00 1
0:06:06,99 1
0:06:10,00 2
0:06:12,00 1
0:06:12,99 1
0:06:13,99 1
0:06:15,00 1
0:06:15,99 1
0:06:17,00 1
0:06:17,99 2
0:06:23,00 1
0:06:23,99 2
0:06:24,00 2
0:06:25,00 1
0:06:26,99 1
0:06:30,00 2
0:06:30,99 1
0:06:33,00 1
0:06:33,99 1
0:06:34,00 1
0:06:34,99 1
0:06:37,00 1
0:06:37,99 2
0:06:39,99 3
0:06:41,00 1
0:06:42,00 1
0:06:42,99 1
0:06:45,99 1
0:06:48,00 1
0:06:48,99 1
0:06:49,00 2
0:06:53,00 1
0:06:54,99 1
0:06:55,99 1
0:06:57,00 2
0:06:58,99 1
0:07:01,00 2
0:07:01,99 1
0:07:03,00 2
0:07:03,99 4
0:07:04,00 1
0:07:05,00 1
0:07:09,00 3
0:07:09,99 1
0:07:11,00 3
0:07:12,00 1
0:07:13,00 2
0:07:13,99 2
0:07:14,00 1
0:07:16,99 1
0:07:17,99 1
0:07:20,99 1
0:07:25,99 3
0:07:35,00 1
0:07:39,00 1
0:07:42,99 1
0:07:43,00 1
0:07:44,00 2
0:07:45,99 1
0:07:48,00 1
0:07:50,99 1
0:07:51,00 1
0:07:54,00 1
0:07:56,00 1
0:07:56,99 1
0:08:02,99 1
0:08:10,99 1
0:08:11,99 2
0:08:18,00 2
0:08:22,00 4
0:08:28,00 1
0:08:30,00 1
0:08:31,00 1
0:08:34,00 1
0:08:34,99 2
0:08:35,00 2
0:08:37,00 1
0:08:38,99 1
0:08:51,99 2
0:08:52,00 1
0:08:58,99 1
0:08:59,99 1
0:09:17,00 2
0:09:19,99 2
0:09:20,00 2
0:09:29,99 2
0:09:33,00 2
0:09:33,99 3
0:09:37,99 1
0:09:40,00 1
0:09:47,99 1
0:09:49,00 3
0:09:55,00 19
0:09:55,99 1
0:10:01,00 1
0:10:01,99 2
0:10:06,99 1
0:10:09,00 1
0:10:12,99 1
0:10:13,99 1
0:10:14,99 2
0:10:16,00 2
0:10:17,99 1
0:10:22,00 2
0:10:24,99 2
0:10:35,00 1
0:10:38,99 2
0:10:43,00 2
0:10:46,00 2
0:11:07,99 1
0:11:08,00 1
0:11:21,00 1
0:11:24,99 1
0:11:26,00 1
0:11:28,99 2
0:11:33,99 1
0:11:37,99 1
0:11:43,00 1
0:11:44,00 1
0:11:50,00 1
0:11:59,00 1
0:11:59,99 2
0:12:05,00 2
0:12:10,00 1
0:12:20,00 2
0:12:25,00 1
0:12:47,99 1
0:12:52,00 1
0:13:00,00 1
0:13:03,99 1
0:13:30,00 2
0:14:32,99 1
0:14:35,00 1
0:14:46,99 1
0:14:51,99 2
0:15:13,99 1
0:15:16,99 2
0:15:31,00 1
0:15:56,99 1
0:16:20,99 1
0:16:28,00 1
0:16:39,00 1
0:17:10,99 1
0:17:24,00 1
0:17:37,00 2
0:17:40,00 1
0:18:37,99 1
0:19:36,99 1
0:23:16,99 1
0:23:41,00 1
0:23:58,00 2
0:24:11,99 1
0:38:49,99 1
8:22:54,99 1
Valid cases Invalid cases Minimum Maximum Arithmetic mean Standard deviation
443 0

Materials of the Study

  1. Gidaković, Petar in Žabkar, Vesna (2019). AUKZ19 - Survey about brand attitudes [Vprašalnik].

Study Results Materials

No associated materials!

Related Publications

  1. Gidaković, Petar in Žabkar, Vesna (2020). Warmth and competence matter!: but how do they come about? Prispevek na konferenci (AMA Winter Academic Conference, 2020).

Access to data and documentation - Nesstar


TERMS OF USE:

Data and materials are licensed under a Creative Commons Attribution 2.5 Slovenia

DOCUMENTATION STATUS

4 - Polni opis raziskave in kodirna knjiga spremenljivk s polnim besedilom vprašanj.

CLASS OF THE STUDY

7 - teoretsko ali praktično pomembne raziskave, omejene na manj splošno populacijo, manj vplivne

  How to CITE this study?

Gidaković, P. and Žabkar, V. (2020). Anketa o ugledu korporativnih blagovnih znamk, 2019: Porabniške zaznave korporativnega ugleda ameriških znamk [Data file]. Ljubljana: University of Ljubljana, Slovenian Social Science Data Archives. ADP - IDNo: AUKZ19. https://doi.org/10.17898/ADP_AUKZ19_V1

COBISS.SI
Publication date: 2020
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ADP is part of the Social Sciences Research Institute of the Faculty of Social Sciences. The Slovenian Research Agency provides funding of the ADP within the infrastructure program "Network of Research and Infrastructural Centres" The ADP is a member of the umbrella organization of the European Social Science Data Archives CESSDA ERIC. © ADP (ISSN 2385-9415) | 1997 - 2017 | arhiv.podatkov@fdv.uni-lj.si