This scale captures how inspiring and praiseworthy a person believes a brand to be. Septianto, Seo, and Zhao (2022) used it in a study of luxury and sustainable brand advertising, where a brand's perceived admirability helped explain the persuasive impact of warmth-based appeals.
7-point scale (not at all (1) to very much (7)); stem: "I felt the brand was:"
Septianto, Felix, Yuri Seo, and Fang Zhao (2022), "The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level," Journal of Advertising, 51 (3), 369-384.
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