Brand as a Collective of Human-Like Characters

Name: Brand as a Collective of Human-Like Characters
Creator: Puzakova, M., & Kwak, H.
Published: 2023
License: https://psychometricscales.com/methodology.html

Perceived Representation of a Brand as an Anthropomorphized Group

3 items 2023 α 0.85 (S4); 0.86, 0.93, 0.78 (pretests S1-S3) Free Puzakova, M., & Kwak, H.

What it measures

This scale measures how much a consumer perceives a brand as being represented by a collective of human-like characters, rather than as a single anthropomorphized figure or a non-human entity. Puzakova and Kwak (2023) used it to test how collective versus solo anthropomorphic brand appeals interact with gender.

Representative items

This brand appears as a collective in my mind.
This brand is represented as a collective of humanized characters.

Citation

Puzakova, Marina and Hyokjin Kwak (2023), "Two's Company, Three's a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender," Journal of Advertising, 52 (1), 94-114.

View & search this scale interactively →

Free access to 2329+ psychometric scales at PsychScales