This scale measures how emotionally attached a consumer feels to a brand, emphasizing stated "love" for the brand and the sense that it would be missed if no longer available, rather than actual buying behavior. Pratt et al. (2023) used it in a large national tracking survey of vehicle owners to study how competitor price promotions affect incumbent brand loyalty.
5-point scale (strongly disagree (1) to strongly agree (5))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was reliable (α = .81; Pratt et al. 2023, p. 1161) in a large, nationally representative U.S. sample of 41,291 current vehicle owners intending to buy a new vehicle. Validity was not separately reported. The scale appears to have been created by the authors, inspired by concepts from prior service-quality and customer-cue research (Zeithaml, Berry, and Parasuraman 1996; Brocato, Voorhees, and Baker 2012), though the items themselves do not closely match those sources. Note: this is a distinct scale from the differently authored "Future Brand Loyalty Intention" measure already in this database (ID 933).
Pratt, Alexander B., Stacey G. Robinson, Clay M. Voorhees, Joyce (Feng) Wang, and Michael D. Giebelhausen (2023), "Unintended Effects of Price Promotions: Forgoing Competitors' Price Promotions Strengthens Incumbent Brand Loyalty," Journal of the Academy of Marketing Science, 51 (5), 1143-1164.
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