One of the most widely used and psychometrically validated measures of attitude toward the brand (Ab) in the advertising and consumer behaviour literature. Spears and Singh (2004) developed and validated the scale by drawing on items reported across prior studies, reducing an initial pool of 52 Ab items to a parsimonious 5-item set through exploratory and confirmatory factor analysis across two independent studies. Ab is conceptualised as a relatively enduring, unidimensional summary evaluation of the brand that presumably energises behaviour, consistent with Mitchell and Olson (1981). The scale uses a seven-point semantic differential format and was validated within the well-established attitude toward the ad (Aad) framework, with nomological validity demonstrated via structural equation modelling linking positive feelings → Aad → Ab → purchase intentions. Both studies yielded excellent internal consistency (α = .97 and .95) and composite reliability (.97 and .94), with AVE exceeding .50 in both studies (.86 and .77), confirming convergent validity. Discriminant validity from purchase intentions was established through three tests including chi-square difference tests and the Fornell-Larcker criterion. The scale is widely adapted by substituting the referent object (e.g., brand → retailer, advertisement, company, product) while retaining the bipolar adjective pairs.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
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