APPENDIX 1.

Constructs and their items.

Items	Measures
Perceived Product Value	1. This product is a very good value for money. 2. At the price shown, this product is very economical. 3. I consider this product to be a good buy. 4. The price shown for this product is very acceptable. 5. This product appears to be a bargain.
Customer-based Brand Equity	1. It makes sense to buy X instead of any other brand, even if they are the same. 2. Even if another brand has same features as X, I would prefer to buy X. 3. If there is another brand as good as X, I prefer to buy X. 4. If another brand is not different from X in any way, it seems smarter to purchase X.
Affective Commitment	1. I really care about the fate of this company 2. I feel a great deal of loyalty to this company 3. I am willing to put in effort to help this company be successful 4. I feel a sense of belonging to this company 5. My relationship with this company is very important to me
Brand Resonance	1. I would like to buy this brand 2. I consider myself to be loyal to this brand 3. I am willing to recommend this brand to my friends 4. I am used to this brand 5. This brand would be my first choice 6. I will not buy other brands if this brand is available at the store