Author's Genuine Brand Liking

What it measures

This scale measures how much a reader believes that a story's author genuinely liked a brand mentioned within a narrative, rather than including it for commercial reasons. Avramova, Dens, and De Pelsmacker (2022) developed it to study how brand placement disclosures in fiction shape readers' inferences about an author's motives.

Response Format

7-point scale (strongly disagree (1) to strongly agree (7))

Representative items

• The author genuinely finds ___ good.
• The author's genuine impression of ___ is favorable.

Citation

Avramova, Yana R., Nathalie Dens, and Patrick De Pelsmacker (2022), "The Effects of Brand Placement Disclosures in Fiction," Journal of Advertising, 51 (4), 450-468.

Keywords