Branding & Brand Psychology Scales
171 validated scales · all free to use
Scales for measuring how consumers perceive, relate to and value brands. The domain covers brand equity, brand personality, brand trust, brand experience, brand love, brand attachment, self-brand connection and consumer-brand identification, together with measures of brand authenticity, luxury perception, brand community and brand extension evaluation. Foundational instruments include the Brand Personality Scale, Brand Experience Scale and Brand Equity Scale, while more recent additions reflect work on consumer-brand relationships, brand engagement and brand activism. These scales are used both as outcomes, such as loyalty and attitude, and as mechanisms explaining why branding strategies work. Each page gives the original citation, dimensions, reliability and, where available, the full item set.
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All Branding & Brand Psychology scales (A–Z)
A B C E F G I K L M N O P Q S T W A Activist Brand Perception Scale (ABP) Saracevic, S. and Schlegelmilch, B.B. · 2024 · 8 items · α 0.86-0.94 across development and cross-validation samples Affective Product Attachment (APA) McAlexander, J. H., Schouten, J. W., & Koenig, H. F. · 2002 · 3 items · α .90 Affective Response to Brand (ARTB) Chaudhuri, A., & Holbrook, M. B. · 2001 · 3 items · α .96 Anthropomorphism Scale (ANTHR) Aggarwal, P. & McGill, A.L. · 2007 · 5 items · α 0.80–0.87 Attachment Bond Intensity (ABI) Shaver, P. R. · 1994 · 4 items · α .89 Attachment to the Brand (Brand-Self Connection) (ABSC) Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B., & et al. · 2010 · 5 items · α 0.94–0.95 Attachment to the Brand (Passion) (ABP) Thomson, M., MacInnis, D.J., & Park, C.W. · 2005 · 3 items · α 0.82–0.83 Attachment to the Brand (Prominence) (ABPR) Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B., & et al. · 2010 · 3 items · α 0.94 Attitude Toward Brands in a Product Class (ATBPC) Fischer, M., Völckner, F., & Sattler, H. · 2010 · 3 items · α 0.879 Attitude Toward Luxury Brands (Value-Expressive Function) (ATLB) Grewal, R. R. · 2004 · 4 items · α .89 Attitude Toward the Brand (Capabilities) (ATBC) Thompson, D.V., & Norton, M.I. · 2011 · 3 items · α 0.85–0.91 Attitude Toward the Brand (Exclusivity) (ATBEX) Lee, J.K. · 2021 · 3 items · α 0.957–0.975 Attitude Toward the Brand (Fashionable) (ATTB) Kwon, W. S. · 2012 · 4 items · α .94 Attitude Toward the Brand (Hatred) (ATBH) Johnson, A.R., Matear, M., & Thomson, M. · 2011 · 6 items · α 0.95 Attitude Toward the Brand (Social Fit) (ATBR-AM) Aggarwal, P., & McGill, A.L. · 2012 · 5 items · α alpha = .82–.83 (5-item version; Studies 2A, 2B, 3; Aggarwal & McGill, 2012); alpha = .82 and .72 (3-item version, Studies 1A and 1B — below threshold; use 5-item version only) Attitude Toward the Brand (Trustworthiness) (ATTB) Erdem, T., & Swait, J. · 1998 · 8 items · α .89 Attitude Toward the Brand Extension Scale (ATBE-S) Spiggle, S., Nguyen, H.T., & Caravella, M. · 2012 · 4 items · α alpha = .91 (Spiggle, Nguyen, & Caravella, 2012; exact study not specified) Attitude Toward the Brand Extension Scale (Brief) (ATBE-P) Puligadda, S., Ross, W.T., & Grewal, R. · 2012 · 3 items · α alpha = .92 to .96 across four brand extensions (Puligadda, Ross, & Grewal, 2012; Study 5, n=119 college students) Attitude Toward the Brand Name (Competence) (ATBNC) Fiske, S.T., Cuddy, A.J.C., Glick, P., & Xu, J. · 2002 · 5 items · α 0.91 Attitude Toward the Brand of Beer (Affective) (ATTB) Homer, P. M. · 2006 · 9 items · α .88 Attitude Toward the Company's Communications Scale (ATCC) Swoboda, B., Berg, B., & Schramm-Klein, H. · 2013 · 3 items · α alpha = .845 (Swoboda, Berg, & Schramm-Klein, 2013; Study 1, N=5,600, 30 cities); AVE = .650 Attitude Toward the Website (Content) (ATTW) Kwon, W. S. · 2012 · 4 items · α .90 Attitudinal Brand Loyalty Pratt, A. B., Robinson, S. G., Voorhees, C. M., Wang, J., & et al. · 2023 · 3 items · α 0.81 B Behavioral Brand Loyalty Intentions Pratt, A. B., Robinson, S. G., Voorhees, C. M., Wang, J., & et al. · 2023 · 3 items · α 0.85 (S2a); 0.83 (S4); 0.78 (S5) Brand Admirability Septianto, F., Seo, Y., & Zhao, F. · 2022 · 3 items · α 0.88 Brand Affection Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. · 2022 · 4 items · α 0.93 Brand Agency (BRAG2) Beck, J.T., Rahinel, R., & Bleier, A. · 2020 · 4 items · α 0.80–0.94 Brand and Category Attitude (BCAT) Martin, I. M., & Stewart, D. W. · 2001 · 6 items · α .83 Brand and Category Familiarity (BCFAM) Martin, I. M., & Stewart, D. W. · 2001 · 7 items · α .91 Brand and Product Category Attitude (BPCA) Martin, I. M., & Stewart, D. W. · 2001 · 6 items · α .83 Brand as a Collective of Human-Like Characters Puzakova, M., & Kwak, H. · 2023 · 3 items · α 0.85 (S4); 0.86, 0.93, 0.78 (pretests S1-S3) Brand as Personal Identity Symbol Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C. · 2022 · 4 items · α 0.94 Brand Associations Contradiction (BASC) Rodas, M.A., John, D.R., & Torelli, C.J. · 2021 · 6 items · α 0.94 Brand Associations Contradiction Resolution (BASCR) Rodas, M.A., John, D.R., & Torelli, C.J. · 2021 · 3 items · α 0.93 Brand Attachment of the Reviewer (BARV) Zhang, Y., & Patrick, V.M. · 2021 · 4 items · α 0.83–0.92 Brand Attachment Scale (BA-Park) Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B., & et al. · 2010 · 10 items · α 0.91–0.96 Brand Authenticity (BRAU) Heinberg, M., Ozkaya, H.E., & Taube, M. · 2020 · 3 items · α 0.892 Brand Authenticity (Continuity) (BRAUC) Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. · 2015 · 4 items · α 0.88–0.95 Brand Authenticity (Integrity) (BRAUI) Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. · 2015 · 5 items · α 0.89–0.98 Brand Authenticity Scale (BAS) Napoli, J., Dickinson, S.J., Beverland, M.B. & Farrelly, F. · 2014 · 12 items · α 0.84–0.92 Brand Bias (Domestic vs. Foreign) (BBDF) Zhou, L., Yang, Z., & Hui, M.K. · 2010 · 5 items · α 0.82 Brand Co-Experience Scale (BCEX) Dunn, L., & Hoegg, J. · 2014 · 4 items · α 0.94 Brand Commitment (Coulter) (BCCOU) Coulter, R. A., Price, L. L., & Feick, L. · 2003 · 3 items · α .92 Brand Community Engagement (BCE) Algesheimer, R., Dholakia, U. M., & Herrmann, A. · 2005 · 4 items · α 0.88 Brand Community Identification (BCID) Algesheimer, R., Dholakia, U. M., & Herrmann, A. · 2005 · 5 items · α 0.92 Brand Community Interest (BCI) Schouten, J. W., & Koenig, H. F. · 2007 · 3 items · α .82 Brand Community Loyalty (BCLOY) Algesheimer, R., Dholakia, U. M., & Herrmann, A. · 2005 · 3 items · α 0.84 Brand Competence (BRCO) Kim, T., & Ball, J.G. · 2021 · 4 items · α 0.86 Brand Competence From Name Cues Zhang, K., Li, S., & Ng, S. · 2022 · 3 items · α 0.86 Brand Distinctiveness (BD) Sujan, M., & Bettman, J. R. · 1989 · 3 items · α .94 Brand Engagement in Self-Concept (BEIS) Sprott, D. S., & Spangenberg, E. · 2009 · 8 items · α .91 Brand Engagement in Self-Concept Scale (BESC) Sprott, D., Czellar, S. & Spangenberg, E. · 2009 · 5 items · α 0.84–0.92 Brand Equity (Consumer-Based) (CBBE) Yoo, B., Donthu, N., & Lee, S. · 2000 · 4 items · α CR = 0.93 Brand Equity Scale (BE-Yoo) Yoo, B. & Donthu, N. · 2001 · 11 items · α 0.86–0.94 Brand Evangelism Becerra, E.P., & Badrinarayanan, V. · 2013 · 9 items · α Brand Purchase Intentions: .91; Positive Brand Referrals: .70; Oppositional Brand Referrals: .80 Brand Exclusivity From Limited Availability Nguyen, O. D. Y., Bucic, T., Ngo, L. V., & Oppewal, H. · 2023 · 3 items · α 0.73 (S2); 0.83 (S3) Brand Expansion Plausibility (BEP) Desai, K. K., & Keller, K. L. · 2002 · 4 items · α .95 Brand Experience (Affective) (BE) Brakus, J. J., & Zarantonello, L. · 2009 · 3 items · α .81 Brand Experience (Sensory) (BE) Brakus, J. J., & Zarantonello, L. · 2009 · 3 items · α .83 Brand Experience Scale (BES) Brakus, J.J., Schmitt, B.H. & Zarantonello, L. · 2009 · 12 items · α 0.79–0.91 Brand Exploitation (BREX) Lu, Z., Bolton, L.E., Ng, S., & Chen, H. · 2020 · 6 items · α 0.90–0.92 Brand Extension Fit (General) — DelVecchio & Smith (BEFGDS) DelVecchio, D., & Smith, D. C. · 2005 · 7 items · α .91 Brand Extension Fit (Usage-Based) (BEFU) Martin, I. M., & Stewart, D. W. · 2001 · 3 items · α .82 Brand Familiarity (BRFM) Steenkamp, J.B.E.M., Batra, R., & Alden, D.L. · 2003 · 3 items · α 0.91 Brand Fidelity to Founding Values Biraglia, A., Fuchs, C., Maira, E., & Puntoni, S. · 2023 · 3 items · α 0.85 to 0.96 across nine studies Brand Foreignness (BRFG) Zhou, L., Yang, Z., & Hui, M.K. · 2010 · 4 items · α 0.83 Brand Forgiveness Scale (BFS) Hegner, S.M., Beldad, A.D., & Kamphuis op Koele, S. · 2014 · 6 items · α 0.87–0.93 Brand Goodness-Usefulness Attitude (BGUA) Sengupta, J., & Johar, G. V. · 2002 · 3 items · α .93 Brand Hate Scale (BHS) Hegner, S.M., Fetscherin, M., & van Delzen, M. · 2017 · 6 items · α 0.88–0.94 Brand Hypocrisy Guèvremont, A. · 2019 · 12 items · α .94 (overall 12-item scale); dimension-level: Image .89–.93, Mission .84–.94, Message .89–.94, Social .87–.88 Brand Identification (BRANDID) Aaker, J., Fournier, S., & Brasel, S. A. · 2004 · 6 items · α .88 Brand Image Clarity (BIC) Lee, K., & Shavitt, S. · 2009 · 5 items · α .87 Brand Importance Scale (BIS) Habel, J., & Klarmann, M. · 2015 · 4 items · α Construct reliability: .91 (across 29 product categories) Brand Interest (BRINT) Zane, D.M., Smith, R.W., & Reczek, R.W. · 2020 · 4 items · α 0.81–0.92 Brand Love Scale (BLS) Carroll, B.A. & Ahuvia, A.C. · 2006 · 10 items · α 0.91–0.95 Brand Luxury Perception (BLP) Hagtvedt, H. & Patrick, V.M. · 2016 · 3 items · α 0.97 Brand Message Authenticity (BRMAU) Shoenberger, H., Kim, E., & Sun, Y. · 2021 · 5 items · α 0.95 Brand Name Appeal (BNAPL) Desai, K. K., & Keller, K. L. · 2002 · 4 items · α .95 Brand Nostalgia (BRNO) Heinberg, M., Ozkaya, H.E., & Taube, M. · 2020 · 4 items · α 0.86–0.944 Brand Orientation Scale (BO) Piha, L., Papadas, K. and Davvetas, V. · 2021 · 21 items · α 0.83-0.94 across three validation studies Brand Partner Quality Trust (BPQT) Aaker, J., Fournier, S., & Brasel, S. A. · 2004 · 6 items · α .91 Brand Personality (Female) (BP) Grohmann, B. · 2009 · 6 items · α .90 Brand Personality (Male) (BP) Grohmann, B. · 2009 · 6 items · α .89 Brand Personality (Ruggedness) (BP) Aaker, J. L. · 1997 · 5 items · α .90 Brand Personality (Sophistication) (BP) Aaker, J. L. · 1997 · 2 items · α .92 Brand Personality Appeal (Clarity) (BPAC) Freling, T.H., Crosno, J.L., & Henard, D.H. · 2011 · 5 items · α 0.866–0.925 Brand Personality Appeal (Favorability) (BPAF) Freling, T.H., Crosno, J.L., & Henard, D.H. · 2011 · 7 items · α 0.852–0.948 Brand Personality Appeal (Originality) (BPAO) Freling, T.H., Crosno, J.L., & Henard, D.H. · 2011 · 4 items · α 0.788–0.912 Brand Personality Appeal Scale (BPA) Freling, T.H., Crosno, J.L., & Henard, D.H. · 2011 · 16 items · α Favorability .93 / Originality .91 / Clarity .93 Brand Personality Scale (BPS) Aaker, J.L. · 1997 · 42 items · α 0.77–0.93 Brand Popularity (BRPP) Zhou, L., Yang, Z., & Hui, M.K. · 2010 · 4 items · α 0.94 Brand Promise Trustworthiness (BPT) Erdem, T., & Swait, J. · 1998 · 5 items · α .89 Brand Relevance (Risk Reduction Function) (BRRR) Fischer, M., Völckner, F., & Sattler, H. · 2010 · 4 items · α 0.914–0.946 Brand Relevance in Category (BRIC) Fischer, M., Völckner, F., & Sattler, H. · 2010 · 4 items · α 0.844–0.938 Brand Resonance (Sense of Community) (BRSC) Keller, K. L. · 2001 · 4 items · α .98 Brand Similarity (BSIM) Desai, K. K., & Keller, K. L. · 2002 · 5 items · α .92 Brand Status (BRST) Lee, J. · 2021 · 4 items · α 0.937–0.973 Brand Transgression (Fallibility) (BTRANS) Aaker, J., Fournier, S., & Brasel, S. A. · 2004 · 3 items · α .84 Brand Trust Scale (BTS) Chaudhuri, A. & Holbrook, M.B. · 2001 · 5 items · α 0.88–0.93 Brand Trustworthiness and Promise-Keeping Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C. · 2022 · 3 items · α 0.88 Brand Warmth (Semantic Differential) Chu, X.Y., Chang, C.T., & Lee, A.Y. · 2021 · 4 items · α 0.89-0.96 Brand-Related Behaviors (Positive) (BRRB) Pogacar, R., Shrum, L.J., & Lowrey, T.M. · 2021 · 5 items · α 0.93–0.95 C Commitment to Relationship (CTR) Fletcher, G. J., & Thomas, G. · 2000 · 3 items · α .98 Commitment to the Brand (CTBR) Yoo, B., Donthu, N., & Lee, S. · 2000 · 4 items · α 0.90–0.92 Company Competence and Reliability Trust (CCRT) Sirdeshmukh, D., Singh, J., & Sabol, B. · 2002 · 4 items · α .96 Company General Attitude (CGA) Gremler, D. D. · 1995 · 4 items · α .88 Company Image (General) (COMIMG) Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. · 1994 · 5 items · α .86 Company Product Purchase Intention Scale (COPURINT) Grappi, S., Romani, S., & Bagozzi, R.P. · 2015 · 3 items · α 0.92 Company Reputation Perception (CRP) Xie, Y. & Keh, H.T. · 2016 · 4 items · α 0.89–0.95 Company-Industry Fit (COIFIT) Becker-Olson, K. L. · 2003 · 7 items · α .98 Comparative Brand Attitude Scale (CBAS) Barone, M.J., & Jewell, R.D. · 2014 · 3 items · α 0.98 (Studies 2 and 3) Composite Product Concept Formation Difficulty (CPCF) Jo, M. S. · 2007 · 5 items · α .81 Congruence (Ideal Self with Brand) (CON) Swaminathan, V. K., & Ahluwalia, R. · 2009 · 4 items · α .91 Congruence (Self with Brand) (CON) Escalas, J. E., & Bettman, J. R. · 2003 · 7 items · α .97 Congruence (Self with Brand) (CON) Breivik, E. · 2008 · 5 items · α .93 Consumer Brand Identification Scale (CBIS) Bhattacharya, C.B. & Sen, S. · 2003 · 6 items · α 0.87–0.92 Consumer Empowerment by Firm (CEF) Paharia, N., & Swaminathan, V. · 2019 · 3 items · α .96–.97 Consumer Engagement Scale (CES-Brand) Hollebeek, L.D., Glynn, M.S., & Brodie, R.J. · 2014 · 10 items · α 0.83–0.94 Consumer Evaluations of Brand Extensions (CEBE) Aaker, D.A., & Keller, K.L. · 1990 · 12 items · α Complement .82 / Substitute .79 / Transfer .81 / Ext. Quality .90 Consumer-Brand Personal Identification Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C. · 2022 · 5 items · α 0.97 Corporate Hypocrisy Wagner, T., Lutz, R.J., & Weitz, B.A. · 2009 · 3 items · α .94 (Study 1), .94 (Study 2), .90 (Study 3) Customer Brand Commitment and Loyalty (CBCL) Wilson, A.E., Giebelhausen, M.D., & Brady, M.K. · 2017 · 4 items · α 0.894–0.94 Customer-Based Brand Competitiveness Scale (CBBC) Wangmo, G., Piehler, R., & Baumann, C. · 2025 · 7 items · α .95 E Empowerment (Customer with the Company) Septianto, F., Mathmann, F., Hollebeek, L.D., & Higgins, E.T. · 2023 · 3 items · α 0.93–0.97 (Study 2, Study 3 pretest) Endorsement by Nonprofit Organization (EBNO) Bower, A. B., & Grau, L. · 2009 · 4 items · α .90 Endorser/Brand Fit (EBF) Ellen, P. S., & Mohr, L. A. · 2006 · 5 items · α .94 Engagement in Reading About the Brand (ENRB) Rodas, M.A., John, D.R., & Torelli, C.J. · 2021 · 6 items · α 0.86 Engagement with the Brand Pratt, A.B., Robinson, S.G., Voorhees, C.M., Wang, J.F., & et al. · 2023 · 3 items · α 0.80 (Study 1) Engagement with the Brand (Affective) Wilkie, D.C.H., Burgess, A.J., Mirzaei, A., & Dolan, R.M. · 2023 · 4 items · α 0.93 Engagement with the Brand (Behavioral) Wilkie, D.C.H., Burgess, A.J., Mirzaei, A., & Dolan, R.M. · 2023 · 3 items · α 0.90 Engagement with the Brand (Cognitive) Wilkie, D.C.H., Burgess, A.J., Mirzaei, A., & Dolan, R.M. · 2023 · 3 items · α 0.84 Entitativity of the Brand (ENTB) Vanbergen, N., Irmak, C., & Sevilla, J. · 2020 · 5 items · α 0.90–0.95 Ethicality of the Brand Septianto, F., Paramita, W., & Ye, S. · 2023 · 3 items · α 0.87 to 0.91 External Search Effort (ESE) Dickerson, M. D., & Gentry, J. W. · 1983 · 4 items · α .84 F
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L Logo Element Proximity (LOEP) Gupta, T., & Hagtvedt, H. · 2021 · 3 items · α 0.97 Loyalty Program Preference (LPP) Yi, Y., & Jeon, H. · 2003 · 3 items · α .86–.88 Luxuriousness of the Brand Xu, L., & Mehta, R. · 2022 · 3 items · α 0.96 (Experiment 1); 0.85 (Experiment 3) Luxuriousness of the Fashion Brands Desmichel, P., & Kocher, B. · 2020 · 3 items · α 0.73-0.84 Luxury Brand Emotional Essence Xu, L., & Mehta, R. · 2022 · 6 items · α 0.81 (pilot); 0.82 (three further studies) Luxury Brand Functional Essence Xu, L., & Mehta, R. · 2022 · 6 items · α 0.73 to 0.86 across four studies Luxury Brand Heritage and Genuineness Xu, L., & Mehta, R. · 2022 · 5 items · α 0.94 (Exp. 2); 0.91 (Exp. 3) Luxury Value Perception Scale (LVPS) Wiedmann, K.P., Hennigs, N., & Siebels, A. · 2009 · 28 items · α 0.77–0.91 M
N Name Appeal Khamitov, M., & Puzakova, M. · 2022 · 6 items · α 0.94 Negative Word-of-Mouth Scale (NEGWOM) Ashley, C., & Noble, S. M. · 2014 · 3 items · α 0.88 New Measure of Brand Personality (NMBP) Geuens, M., Weijters, B., & De Wulf, K. · 2009 · 12 items · α Activity .87 / Responsibility .86 / Aggressiveness .83 / Simplicity .79 / Emotionality .82 O
P Perceived Brand Essence Scale (PBES) Newman, G.E., & Dhar, R. · 2014 · 3 items · α 0.98 (Experiment 1, n=253) Perceived Brand Manipulative Intent Bock, D. E., & Thomas, V. L. · 2023 · 3 items · α 0.87 Perceived Company Customer Care (PCCC) Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. · 2004 · 3 items · α .80 Positive Word-of-Mouth Intention Scale (PWOM) Hutter, K., & Hoffmann, S. · 2014 · 3 items · α 0.93 Pre-Experience Brand Quality Expectations (PEBEQ) Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, et al. · 2017 · 3 items · α 0.953 Product Love Embeddedness Scale (PLES) Fuchs, C., Schreier, M., & van Osselaer, S. M. J. · 2015 · 3 items · α 0.97 Purchase Motivation (Expensive Products) (PM) Völckner, Franziska · 2008 · 4 items · α .92 Q
S Satisfaction with Relationship (SWR) Fletcher, G. J., & Thomas, G. · 2000 · 3 items · α .97 Satisfaction with the Decision (SWTD) Fitzsimons, G. · 2000 · 6 items · α .82 Self-Brand Connection Scale (SBC) Escalas, J.E. & Bettman, J.R. · 2003 · 7 items · α 0.92–0.96 Self-Concepts, Person Concepts, and Product Concepts Scale (SCPPC) Malhotra, N.K. · 1981 · 15 items · α 0.50–0.70 Self/Brand Incongruity (SBI) White, K., & Dahl, D. W. · 2007 · 7 items · α .80 Sponsorship Authenticity Scale (SAS) Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. · 2015 · 16 items · α 0.84–0.93 Sport Club Brand Personality Scale (SCBPS) Schade, M., Piehler, R., & Burmann, C. · 2014 · 17 items · α .71–.90 T
W Warmth of the Brand Pogacar, R., Angle, J., Lowrey, T.M., Shrum, L.J., & Kardes, F.R. · 2021 · 4 items · α 0.85-0.96 Word-of-Mouth Likelihood Scale (WOMG) Zhang, Y., Feick, L., & Mittal, V. · 2014 · 3 items · α 0.95