which store would you be more likely to shop at, [brand name] or another (-4) = store?” “another to (4) = the future, which would you be more likely to do, spend time store” “[brand name];” “In at [brand name] charity events or spend time at another charity (-4) = store’s events?” “spend time at another charity to (4) = time at [brand charity store’s events” “spend name’s] event;” “In the future, which would you be more likely to do, recommend [brand name] to others or recommend another (-4) = another to (4) = [brand store?” “recommend store” “recommend name]”). Furthermore, Study 3 measured and with slightly modified measures mind share heart share from Study 2. First, rather than participants assigning points to the target brand and all other brands they were aware of, participants assigned points to the target brand, two other very competing brands, and all remaining other brands they were aware of. The reason for this change was to ensure that Study results would not vary with the number of brands competing 2’s with the focal brand for points. Second, Study 3 used a uni-polar scale so that the heart share measure would be consistent with the measure in wording. Specifically, the mind share brand’s was measured with that you have a total of 100 points to assign to mind share value “Assuming all store brands that you know of, how many points would you assign to [brand name]? The more points assigned, the more value the store is offering to and that you have a total you,” “Assuming of 100 points to assign to all store brands that you know of, how many points would you quality assign to [brand name]? The more points assigned, the higher the store is in (r = .90). In quality” addition, respondents indicated the by assigning love and temperature points heart share brand’s to the collaborating brand relative to two competing brands and all other brands the participants were aware of (e.g., that you have a total of 100 points of available to assign to “Assuming love all store brands that you know of, how many points would you assign to [brand name]? The more
which store would you be more likely to shop at, [brand name] or another store?” (-4) = “another store” to (4) = “[brand name];” “In the future, which would you be more likely to do, spend time at [brand name] charity events or spend time at another store’s charity events?” (-4) = “spend time at another store’s charity events” to (4) = “spend time at [brand name’s] charity event;” “In the future, which would you be more likely to do, recommend [brand name] to others or recommend another store?” (-4) = “recommend another store” to (4) = “recommend [brand name]”). Furthermore, Study 3 measured mind share and heart share with slightly modified measures from Study 2. First, rather than participants assigning points to the target brand and all other brands they were aware of, participants assigned points to the target brand, two other very competing brands, and all remaining other brands they were aware of. The reason for this change was to ensure that Study 2’s results would not vary with the number of brands competing with the focal brand for points. Second, Study 3 used a uni-polar scale so that the heart share measure would be consistent with the mind share measure in wording. Specifically, the brand’s mind share was measured with “Assuming that you have a total of 100 points to assign value to all store brands that you know of, how many points would you assign to [brand name]? The more points assigned, the more value the store is offering to you,” and “Assuming that you have a total of 100 points to assign quality to all store brands that you know of, how many points would you assign to [brand name]? The more points assigned, the higher the store is in quality” (r = .90). In addition, respondents indicated the brand’s heart share by assigning love and temperature points to the collaborating brand relative to two competing brands and all other brands the participants were aware of (e.g., “Assuming that you have a total of 100 points of love available to assign to all store brands that you know of, how many points would you assign to [brand name]? The more