Abstract Research involving brands has increased substantially in recent decades. However, no extensive and free dataset of consumer responses to branding stimuli exists. The present research develops and validates such a dataset, which we call the Brand Recognition and Attitude Norms Database ( BRAND ). BRAND is the most comprehensive set of methodologically transparent, freely available, research-relevant consumer responses to branding stimuli, with measures of familiarity (awareness), liking (attitudes), and memory (recognition) of more than 500 top brands and their logos, spanning 32 industries. BRAND includes 5,356 primary datapoints aggregated from 244,400 raw datapoints (i.e., individual familiarity, liking, and memory responses) collected from 2000 US-resident consumers in 2 years (i.e., 2020 and 2024). The data exhibit good reliability, face validity, external validity, robustness across samples and time, cross-validity, and discriminant validity. BRAND can be broadly useful for testing hypotheses involving responses to brands, and for selecting stimuli in any study involving brands or logos. Thus, BRAND can facilitate research not only in consumer behavior and psychology but also in several related academic disciplines (e.g., economics, management, marketing).

Carolina Raffaelli

Elena Bocchi

Zachary Estes

James S. Adelman

Behavior Research Methods

行为研究方法发表与实验心理学研究的方法、技术和仪器有关的文章。该杂志特别关注计算机技术在心理学研究中的应用。年度特刊专门针对这一领域。

The journal "Behavior Research Methods" focuses on publishing articles related to methods, techniques, and instruments in experimental psychology research. It particularly emphasizes the application of computer technology in psychological research and publishes annual special issues dedicated to this field.

《Behavior Research Methods》期刊专注于发表与实验心理学研究相关的方法、技术和仪器的文章。该杂志特别关注计算机技术在心理学研究中的应用，并每年出版专门针对这一领域的特刊。

Category	Quartile
心理学	2
心理学, 心理学数学	1
心理学, 心理学实验	2

BRAND: Brand recognition and attitude norms database

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Journal Info

Category	Quartile
PSYCHOLOGY, MATHEMATICAL	1