How Important Are Brands? A Cross-Category, Cross-Country Study

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You’re so lovable: Anthropomorphism and brand love (2014, methodology): “Then the general importance of brands in category was measured with three items adopted from Fischer et al (2010).”
Drivers of attitudes toward luxury brands: A Cross-National Investigation into the roles of Interpersonal Influence and Brand Consciousness (2014, background): “In this sense they are related to the level of “social demonstrance” afforded by a brand (Fischer et al., 2010).”
A bibliometric analysis of the global branding literature and a research agenda (2013, background): “Additionally, research has focused on other elements of consumer-focused performance, such as product consideration and brand relevance (Erdem et al., 2006; Fischer et al., 2010).”