Brand Behavioural Intention

What it measures

Four items measure a consumer's positive behavioural inclinations toward a brand, including intent to inquire, consider, review, and recommend it.

Response format

Response format not stated; Likert-type

Scale items

• I am likely to ask the salesperson about _____ the next time I visit the _____ store.
• I am likely to consider the _____ the next time I think about buying a _____.
• I am likely to check reviews regarding _____.
• I am likely to suggest _____ to a friend.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Appears original to Krishnamurthy and Sivaraman (2002). Alpha .88. Description states five items; four were cleanly extracted—verify fifth item against original article. Item 1 contains extraneous numeral artefacts from extraction; verify full wording. Blanks should be replaced with the brand and product category names.

Citation

Krishnamurthy, P., & Sivaraman, A. (2002). Counterfactual thinking and advertising responses. Journal of Consumer Research, 28(4), 650–658.

Keywords