Table 3 Brand Potential Index (BPI) Elements and Questionnaire Items
From: New corporate social responsibility brand evaluation in a developing country: Uzbekistan
Brand Potential Index Elements | Description | Questionnaire Itemsa | |
|---|---|---|---|
Rationale | Uniqueness | Degree to which the brand concept is perceived as new, fresh, and unique | This bottled water idea is unique |
Quality | Rating of quality perception of brand | This bottled water seems to be of a good quality | |
Popularity | Assesses the potential popularity and whether the product will be attractive in current market | This bottled water will become popular | |
Emotional | Relevance | Degree of relevance of brand positioning | This bottled water idea is aligned with my values and beliefs |
Trust | Degree of consumer brand trust and credibility | I trust this bottled water idea | |
Bonding | Extent to which it will be possible to build a strong brand-consumer relationship | If a person would have characteristics of this water, I would be friends with him/her | |
Empathy | Level of sympathy to the brand | It is worth loving this water brand | |
Action Oriented | Willingness to recommend | Level of perceived benefit (functional and emotional) and how likely the brand will be recommended | I would recommend this bottled water |
Acceptance of premium prices | Degree of acceptance of price, which is higher than the market average (i.e., worth paying more) | It is worth paying more for this water | |
Purchase Intention | Level of purchase intention | If this bottled water is available, I would buy it | |