Affective Response to Brand

What it measures

A three-item scale measuring affective response to brand.

Response format

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

Scale items

• I feel good when I use this brand.
• This brand makes me happy.
• This brand gives me pleasure.

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

Usage notes & scoring

Reported alpha coefficients range from .89 to .96 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65 (April), 81-93.

Keywords