List of survey questions or questionnaire items that could be used to measure brand equity:
- It makes sense to buy [brand] instead of any other brand, even if they are the same.
- Even if another brand has same features as [brand], I would prefer to buy [brand].
- If there is another brand as good as [brand], I prefer to buy [brand].
- If another brand is not different from [brand] in any way, it seems smarter to purchase [brand].
(1 = strongly disagree, 7 = strongly agree)
Reference: Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.