Table 5.

Brand awareness measures

Measure		Awareness
Scale type		Seven-point semantic differential
Question posed		My awareness of the Pritt/HP/’Reach for a Dream’ brand is best described as:
Response options
Original items		Items adapted for this research
Negative option	Positive option	Positive option	Negative option
unfamiliar	familiar	familiar	unfamiliar
did not recognise	recognised	I recognise it	I do not recognise it
had not heard of	had heard of	I have heard of it	I have not heard of it

Note: Adapted from scales used by Simonin and Ruth (1998); Lafferty and Goldsmith (2005)