Attitude Toward the Brand in the Ad

What it measures

A multiple-item likert scale designed to measure a person’s attitude toward a particular brand featured in an ad that the person has been exposed to.

Response format

7-point scale

Scale items

• The brand in the ad is likely to possess the stated ad claims.
• I react favorably to the brand.
• I feel positively towards the brand.
• I dislike the brand. (r).
• I am more interested in the brand as a result of seeing the message.
• Lee and Mason (1999) and Lee (2000) used items #1 - #4. Kim, Haley, and Koo (2009) used #5, items similar to #2 and #3, and a positive version of #4.

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

Usage notes & scoring

Reported alpha coefficients range from .918 to .92 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Kim, Sora, Eric Haley, and Gi-Yong Koo (2009), "Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising," Journal of Advertising, 38 (3), 67-80.

Keywords