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Appendix 3 Measures 23plusone personal profile 5-point scale (drag & drop 23plusone drivograms): ‘Neutral’ – ‘Very important’ 23plusone brand profile 5-point scale (drag & drop 23plusone drivograms): ‘Does not fit at all’ – ‘Fits very well’ 23plusone category profile 5-point scale (drag & drop 23plusone drivograms): ‘Very unimportant’ – ‘Very important’ Brand preference 5-point scale: ‘This brand has my preference’ Brand awareness 3-point scale: ‘I don’t know this brand’, ‘I know this brand by name’, ‘I know this brand well’ Brand expectations 5-point scale: ‘I know what to expect from this brand’ Brand appeal 5 point scale: ‘I really love this brand’ 5 point scale: ‘There are moments that I really long for this brand’

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23plusone: a scientific study on brand appeal  

Brands are wonderful phenomena. Located in our brain, they evoke all kinds of associations. These can be functional, describing the product...