Table 6.

Brand attitude measures

Measure		Brand attitude
Scale type		Seven-point semantic differential
Question posed		My attitude toward the Pritt/HP/’Reach for a Dream’ brand is:
Response options
Original items		Items adapted for this research
Negative option	Positive option	Negative option	Positive option
Bad	Good	Bad	Good
Dislike	Like	Dislike	Like
Unfavorable	Favorable	Unfavorable	Favorable
Negative	Positive	Negative	Positive

Note: Adapted from the scale used by Folse et al. (2010)