Final analytic dataset for perceived value, brand attachment, and brand loyalty intentions across product-category groups

Respondents were recruited from all prefectures and proceeded to the main survey if they reported feeling attached to a specific brand and selected one of four product-category groups defined by price level and social visibility. The first survey was conducted from March 16 to 22, 2021, and an additional survey using the same procedure was conducted from May 12 to 19, 2021.

The file contains the final analytic dataset (N = 2,092) after excluding responses clearly inconsistent with the selected public/private consumption context and respondents who failed an attention-check item. In the main survey, perceived value, brand attachment, and brand loyalty intention items were rated on a 1–7 Likert-type scale. Items were presented in randomized order within each matrix to reduce order effects.