A four-item sentence-completion scale measuring the degree to which a consumer perceives a brand as possessing broad societal agency — the capacity to shape outcomes in the world, influence people's lives, affect society, and exert influence beyond its commercial domain. Items complete a stem identifying the brand being evaluated. The scale operationalises brand-level agency as a social force and was developed in research on how brand leader status affects consumer choice under conditions of reduced personal control.
7-point Likert (sentence completion)
Full scale items shown. Always cite the original source when using this scale in research.
SENTENCE COMPLETION FORMAT: Items complete a stem identifying the brand (e.g., '[Brand]...' or 'This brand...'). Alpha ranged from .80 to .94 across three studies (two pilot studies and one pretest) — Beck, Rahinel & Bleier (2020). VALIDITY: Not reported. Scale source not identified — appears original to the authors. NOTE: The abbreviation BRAG2 is used to avoid collision with Bragging About Products Purchased (BRAG, ID 2109). Same paper as Desire for Consensus (DSCO, ID 2070) and distinct from the Agency (External/Personal) scales (AGEX/AGPE, IDs 2011-2012) which appear in a different Beck, Rahinel & Bleier paper (JMR 57(5)).
Beck, Joshua T., Ryan Rahinel, and Alexander Bleier (2020). Company worth keeping: Personal control and preferences for brand leaders. Journal of Consumer Research, 46(5), 871–886.
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