Affective In-Game Brand Engagement

What it measures

Four items measure the positive affect experienced when dealing with a branded product that is integral to a game. Adapted from an earlier brand engagement measure, the scale is best suited to contexts where the brand is central to the gameplay rather than incidental. Used across three MTurk studies.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I felt very positive when I was dealing with _____ through the game.
• Dealing with _____ through the game made me happy.
• I felt good when I was dealing with _____ through the game.
• I was proud to deal with _____ through the game.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alphas ranged from .96 to .98 across Studies 2–4. CFAs confirmed good model fit and AVEs ranged from .85 to .91. The brand name should be placed in all blanks. Companion scale: Cognitive In-Game Brand Engagement (ID 991).

Recommended companion scales

Citation

Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: Whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652–673.

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