Attitudinal Brand Loyalty

Name: Attitudinal Brand Loyalty
Creator: Pratt, A. B., Robinson, S. G., Voorhees, C. M., Wang, J., & Giebelhausen, M. D.
Published: 2023
License: https://psychometricscales.com/methodology.html

Emotional Attachment and Stated Loyalty Toward a Brand

3 items 2023 α 0.81 Free Pratt, A. B., Robinson, S. G., Voorhees, C. M., Wang, J., & Giebelhausen, M. D.

What it measures

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.

Representative items

I really love the brand.
I would really miss the brand if it went away.

Citation

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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