Brand Commitment (Coulter)

What it measures

Three items measure a consumer's attachment, belief in superiority, and stated commitment to their preferred brand or brands in a product category.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I am really attached to the brand(s) of __________ I use.
• I stick with my usual brand(s) of __________ because I know it is (they are) best for me. [item may be truncated]
• I am committed to my brand(s) of __________.

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

Usage notes & scoring

Appears original to Coulter, Price, and Feick (2003); alpha .92. Validated in a sample of 340 Hungarian women whose English was judged as adequate. Item 2 appears truncated—verify full wording against original article. Blanks should be replaced with the product category.

Recommended companion scales

Citation

Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from postsocialist Central Europe. Journal of Consumer Research, 30(2), 151–169.

Keywords