The literature on brands has focused on the importance and determinants of their use by consumers and the implications brands have for firms. However, many studies that ana- lyze the tendency of consumers to use the brand name in their purchasing decisions (TBN) do not use any scales that have been proven reliable and valid to measure this TBN. Our study, carried out in Spain and Russia using a web survey system, finds that the existing proposals are not valid and accurate. Confirmatory factor analysis is used for dimension- ality, and a redefined scale with high validity and reliability indices is presented. This scale is invariant in both countries. The empirical data adjust well to Johnson’s SB Distribution.

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final samples of 321 (Spain) and 375 (Russia). The design is similar to that of an adaptive sample Web method. For purposes of representativeness, both samples meet the minimum quotas for gender, age and habitat. The results show that different dimensions of materialism affect TBN in different ways and consumers with a high level of TBN also present a higher level of materialism. Firms could use the differences in how materialism influences the TBN of “new” consumers vs. “experienced” ones when developing communication and branding strategies or for international segmentation of markets. The paper also contributes to a deeper understanding of the nature of the demand for brand name products.
Ostrovskaya L. y Sarabia-Sánchez F.J., 2013, "Effect of materialism on the use of the brand name in purchasing decisions from a cross-cultural perspective”. Esic Market Economic and Business Journal, Vol. 44, Issue 1, pp. 117-142.

This work analyses the relationship between personal consumer values and the tendency to use the brand name (TBN) in consumption decisions. We hypothesized that TBN is influenced by consumer values and that there are differences between countries. Although Brand name (BN) is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey asked two samples in Spain and Russia (nSpain=321; nRussia=375) was carried out and have used the Portrait Values Survey and TBN scale. Our results show that nine of eleven values have significant effect on the TBN. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low TBN. Some personal values are antecedents of TBN –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.

The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final samples of 321 (Spain) and 375 (Russia). The design is similar to that of an adaptive sample Web method. For purposes of representativeness, both samples meet the minimum quotas for gender, age and habitat. The results show that different dimensions of materialism affect TBN in different ways and consumers with a high level of TBN also present a higher level of materialism. Firms could use the differences in how materialism influences the TBN of “new” consumers vs. “experienced” ones when developing communication and branding strategies or for international segmentation of markets. The paper also contributes to a deeper understanding of the nature of the demand for brand name products.