To what extent do you agree or disagree with these statements?
I am generally willing to spend extra for a brand with an image that appeals to me
When I shop I always try to buy branded products
I often feel overwhelmed by all the choices I have as a consumer
I am generally willing to spend extra for a product that is produced locally
If I had to choose between two otherwise equal products, I would buy the one I thought was a better brand
Brands bring meaning to products
I tend to buy brands that reflect my personal values
I pay attention to the brand of a product only if I’m ready to spend a lot of money on it
I am more likely to trust a new product if it’s made by a brand I already know
For the same types of product, private-label/store brands and manufacturer brands don’t differ in quality
A good brand cares about their customers
Branding is just an excuse to charge more money
I would rather have a company or expert choose product and service options for me rather than make the decisions myself
I make it a priority to buy products and services that make me feel safer
If a product or service gets a lot of good reviews, I will try it
If it’s a brand I don’t know very well, I’ll look at their website before I purchase
If I don’t feel confident making a purchase decision I will look at online reviews
I always buy the best quality I can afford
I try to buy products from brands that act responsibly, even if it means spending more
What I read about other people’s good or bad experiences influences the companies or brands I choose
I am prepared to pay more for a better customer experience
My own personal experience with a brand means more to me than advertising
I am always on the lookout for new products to try
It is possible for a brand to support a good cause and make money at the same time
I want brands to make it easier for me to make a difference in the world
I don’t care if a brand is ethically or socially responsible, I just want them to make good products
I am more likely to recommend a brand that supports a good cause than one that doesn’t
In a world of so much choice, brands I trust are more important to me than ever
It has become increasingly important to me that the brands I choose make a positive contribution to society beyond just providing good services and products
In the future, the most successful brands will be those that make the most positive contribution to society beyond just providing good services and products
For which of the following sorts of products and services do you look for brand names that you know to help you choose which to buy?
What are the key benefits of branded products/services?
Thinking about the following sorts of organisations, to what extent has what was promised in advertising for their product(s) and service(s) been the same as your own personal experiences of them?
Retailers selling goods and services
Credit card companies
Broadband and cable service suppliers
Social media sites
Private sector healthcare providers
Public sector healthcare providers
To what extent, if at all, do you trust the following to treat you fairly?
Your national government
Overall, how much do you like or dislike ads you see or hear on each of the following media?
Newspapers and magazines
How much attention do you give to ads you see or hear on the following media?
How much do you like or dislike these types of ads or communication you see while using the internet?
Video ads that you can skip
Video ads that you can’t skip
Ads in your social newsfeeds (e.g. Facebook, Twitter, Instagram, Wechat, Vkontakte etc.)
Ads around the edges of webpages
Ads in search results
Ads that you can interact with
Ads that pop-up on top of what you’re browsing
Email from brands
Text or messages to your phone from brands
Which of the following best describes how you feel about advertising you see on TV?
It is less/more entertaining than it used to be
It is less/more useful than it used to be
Which of the following best describes how you feel about advertising you see on the internet?
Which of the following, if any, are most important to you when choosing products or services? Please select all that apply