A five-item unipolar scale measuring the degree to which a consumer perceives a brand name as conveying competence associations — traits of competence, confidence, independence, competitiveness, and intelligence from the Stereotype Content Model.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Single alpha: α = .91 — Pogacar et al. (2021, web appendix study H; n = 541 undergraduates). Items from Fiske et al. (2002) SCM competence dimension. Companion to Brand-Related Behaviors (Positive) (BRRB, ID 2054).
Fiske, Susan T., Amy J. C. Cuddy, Peter Glick, and Jun Xu (2002). A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition. Journal of Personality and Social Psychology, 82(6), 878–902. [Applied by: Pogacar, Ruth, L. J. Shrum, and Tina M. Lowrey (2021). Journal of the Academy of Marketing Science, 49(1), 98–114.]
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