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  2. 2013
  3. April
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  5. Flanker Brand Study
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Dear Respondent,

The purpose of this research exercise to assess consumers' attitudes towards luxury brands and their perceptions of luxury brand extensions, to determine if attitudes toward the parent luxury brand affect purchase intentions of luxury brand extension.

Please note that you have a choice to participate in this survey and that you may end the survey at anytime without giving a reason or justification. In this instance, your data will be deleted. completion of he survey will be taken as evidence of consent to participate in this study.

Please answer all the questions in this survey form and give the response which most accurately reflects your views. There is no right or wrong answer. Please note that your answer will be treated with the strictest confidence.
 
 
 
SECTION A
   
The following statements relate to YOUR ATTITUDE TOWARD TAG HEUER PRODUCTS.
   
For each of the following statements, please circle the value that most closely represents your views.
   
 
 
 
How familiar are you with Tag Heuer?
 
1 (Not Familiar at all)
 
2
 
3
 
4
 
5
 
6
 
7( Very Familiar)
 
 
 
Tag Heuer has a substantial market share
 
1(Strongly Disagree)
 
2
 
3
 
4
 
5
 
6
 
7(Strongly Agree)
 
 
 
Tag Heuer will always be considered for watches
 
1(Strongly Disagree)
 
2
 
3
 
4
 
5
 
6
 
7(Strongly Agree)
 
 
 
Tag Heuer will always be considered for watches
 
1(Strongly Disagree)
 
2
 
3
 
4
 
5
 
6
 
7(Strongly Agree)
 
 
 
Tag Heuer is more strongly anchored in consumers' memory
 
1(Strongly Disagree)
 
2
 
3
 
4
 
5
 
6
 
7(Strongly Agree)
 
 
 
Tag Heuer is closely associated with watches
 
1(Strongly Disagree)
 
2
 
3
 
4
 
5
 
6
 
7(Strongly Agree)
 
 
 
How would you rate the overall quality of Tag Heuer?
 
1 (Extremely Bad Quality)
 
2
 
3
 
4
 
5
 
6
 
7 (Extremely Good Quality)
 
 
 
To the best of your knowledge, please rate tge products made by Tag Heuer, relative to competitors
 
1 (Extremely Inferior Products0
 
2
 
3
 
4
 
5
 
6
 
7 (Superior Products)