List of survey questions or questionnaire items that could be used to measure brand familiarity:
Regarding [brand], are you?
- (-3) Unfamiliar, (3) Familiar
- (-3) Inexperienced, (3) Experienced
- (-3) Not knowledgeable, (3) Knowledgeable
Reference: Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. The Journal of Marketing, 97-105.