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.
7-point scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
Reliability reached .80 in two of three reported administrations (α = .85, Study 2a; α = .83, Study 4) but fell just under .80 in a third (α = .78, Study 5; Pratt et al. 2023, pp. 1152, 1155, 1156); alphas for Studies 2b and 2c were not reported. Validity was not separately reported. Two of the three items show some similarity to an established service-quality behavioral-consequences scale (Zeithaml, Berry, and Parasuraman 1996), though the authors also cited an unrelated complaint-loyalty scale (Umashankar, Ward, and Dahl 2017) that does not resemble these items. The blank should be filled with the focal brand name.
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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