behaviors

List of survey questions or questionnaire items that could be used to measure behavioral intentions:

Rate the probability that you would select [brand] brand if you needed to purchase a (car) in the future time:

• (-3) Unlikely, (3) Likely
• (-3) Improbable, (3) Probable
• (-3) Impossible, (3) Possible

Reference: Fishbein, M. and Ajzen, I. (1975), Belief, attitude, intention, and behavior: An introduction to theory and research. New York, NY: Addison-Wesley.

List of survey questions or questionnaire items that could be used to measure least difficult behaviors:

• buying [brand] (shoes) for myself
• switching from [brand] to non-[brand] shoes 
• recommending [brand] (shoes) to other people
• buying [brand] (shoes) for friends or family
• frequently using products with a [brand] logo

(1 = not at all, 7 = very likely)

Reference: Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.

List of survey questions or questionnaire items that could be used to measure moderately difficult behaviors:

• paying more for [brand] (shoes) than for non-[brand] (shoe) 
• defending [brand] when others speak poorly about it

(1 = not at all, 7 = very likely)

Reference: Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.

List of survey questions or questionnaire items that could be used to measure most difficult behaviors:

• waiting for several months to buy [brand] (shoes) rather than buying a non-[brand] (shoe) right now
• spending money, time, and energy to participate in activities to promote [brand]
• always buying the new model of [brand] (shoes) when it becomes available

(1 = not at all, 7 = very likely)

Reference: Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.