Behavioral Brand Loyalty Intentions

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

Intended Continued Purchasing and Positive Word of Mouth for a Brand

3 items 2023 α 0.85 (S2a); 0.83 (S4); 0.78 (S5) Free Pratt, A. B., Robinson, S. G., Voorhees, C. M., Wang, J., & Giebelhausen, M. D.

What it measures

This scale measures how much a consumer intends to keep buying a brand and speak positively about it to others, emphasizing behavioral intention over emotional attachment. Pratt et al. (2023) used it as the behavioral counterpart to their attitudinal brand loyalty measure across several studies.

Representative items

I would continue buying from ___ for the next few years.
I would say positive things about ___ to other people.

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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