This scale captures how inspiring and praiseworthy a person believes a brand to be. Septianto, Seo, and Zhao (2022) used it in a study of luxury and sustainable brand advertising, where a brand's perceived admirability helped explain the persuasive impact of warmth-based appeals.
7-point scale (not at all (1) to very much (7)); stem: "I felt the brand was:"
Full scale items shown. Always cite the original source when using this scale in research.
The scale showed good reliability (α = .88; Septianto, Seo, and Zhao 2022, p. 377) with a sample of 406 participants recruited from MTurk. Validity was not separately discussed. The measure traces back through two earlier studies: Septianto, Seo, and Zhao (2022) adopted it from Septianto (2020), who in turn drew items from an inspiration scale by Klein and O'Brien (2017).
Septianto, Felix, Yuri Seo, and Fang Zhao (2022), "The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level," Journal of Advertising, 51 (3), 369-384.
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