Brand Competence From Name Cues

Name: Brand Competence From Name Cues
Creator: Zhang, K., Li, S., & Ng, S.
Published: 2022
License: https://psychometricscales.com/methodology.html

Perceived Brand Competence and Professionalism Inferred From Its Name

3 items 2022 α 0.86 Free Zhang, K., Li, S., & Ng, S.

What it measures

This scale measures how competitive, professional, and competent a consumer judges a brand to be based only on its name. Zhang, Li, and Ng (2022) used it to test how size-related cues embedded in brand names shape gendered stereotyping of the brand.

Representative items

Competent
Competitive
Professional

Citation

Zhang, Kuangjie, Shaobo (Kevin) Li, and Sharon Ng (2022), "Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping," Journal of Consumer Research, 49 (2), 252-267.

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