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Dear Respondent,

I am trying to understand the behaviour of consumers towards their brands as a part of my thesis work. I request you to spare 10 minutes to fill the following survey. Please follow the instructions provided. The information provided by you would be kept confidential and used for only academic and research purposes.

Thank you for participating.

Roopika Raj
Doctoral candidate at Indian Institute of Ahmedabad
[email protected]
 
 
Please rate the brand of the laptop that you own on the following statements. (Tick 1 if you highly disagree and 7 if you highly agree with the statement provided below for your brand of laptop)
Strongly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Strongly Agree
* I trust this brand.
* I like the qualities possessed by the brand.
* The brand is intelligent.
* The brand has the highest market share in the electronics market.
* I want to be seen with this brand.
* The brand is a favorable brand.
* I want to be associated with this brand.
* This brand is for people like me.
* The brand has a strong and favorable reputation.
* The brand has a lot of experience and knows best in the market.
Strongly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Strongly Agree
* The brand is known for its technology.
* I consider this brand to be the leader in electronic products.
* I can identify with users of this brand.
* I like this brand.
* The brand produces the best quality electronics.
* This brand is No 1. brand in market.
* The brand is considered an innovator in its industry.
* This brand’s values are similar to mine
* Using this brand is personally rewarding to me.
* Because of this brand’s position in electronics industry, I use it.
Strongly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Strongly Agree
* Brand’s knowledge in electronics makes it best.
* The brand’s image is similar to my own.
* This brand is a high-quality brand.
* The brand is considered better than its competitors
* The brand’s expertise makes it more likely to be reliable.
* When I was making a purchase of a laptop, I felt inclined to purchase this brand.
* I want to acquire qualities exhibited by brand.
* The brand is considered an important brand in electronics industry.
 
 
Please mark your agreement on the following activities that you would like to undertake for your brand of laptop? (Tick 1 if you would highly disagree and 7 if you would highly agree in getting involved in the activity.)
Highly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Highly Agree
* I like to talk about this brand to others.
* I am always interested in learning more about this brand
* I am interested in buying merchandise like t-shirt, cap etc with the brand’s name on it.
* I am proud to have others know I use this brand
* Compared to other people, I closely follow news about this brand.
* I often visit the website of the brand.
* I often recommend this brand to others.
* I participate in the online forums and communities made for the brand.
* I like interacting and sharing my experiences of brand with other users of the brand.
* I like to involve myself in corporate social activities carried out by the brand.
 
 
You decide to buy a new laptop for yourself next month, what would be the chances of considering another brand to replace current brand? Please mark your agreement on the following statements of your intention to move from your current brand. (Tick 1 if you highly disagree and 7 if you highly agree)
Highly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Highly Agree
It is likely that I would consider other brands before buying a new laptop.
Probably, I would consider changing from my current brand of laptop.
It is certain, I would move from my current brand to another brand.
 
 
You had expected that your current brand laptop would not give you any problems and work well for atleast one year. But you find that the laptop starts giving you problems in third month of your purchase and requires you to give it to company for replacement in the fifth month. Please rate your agreement on the following statements regarding the brand of your laptop. (Tick 1 if you highly disagree and 7 if you highly agree)
Highly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Highly Agree
Perhaps I should have spent money on another brand.
I regret about my decision of buying the brand.
I am annoyed that I have to do without this brand
When thinking about the decision of buying this brand, I feel uncomfortable.
I do not know whether buying this brand was right.
Now after the purchase of brand, I feel uneasy.
I do not know whether this brand was the right choice.
I would like to undo my decision of buying this brand.
 
 
The laptop company repairs your laptop and returns it to you. The laptop has been working well for a month now, Please rate your agreement on the following statements regarding the brand of your laptop. (Tick 1 if you highly disagree and 7 if you highly agree)
Highly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Highly Agree
Even though brand’s actions have hurt me, I have goodwill for it.
Despite what the brand has done, I want to have positive relationship again.
I can give up hurt and resentment caused by the brand.
I am willing to forgive the brand for what it has done to me.
I would disapprove of this brand.
 
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