Brand Community Engagement

What it measures

Four items measure the degree to which a person is intrinsically motivated to follow community norms and participate in brand community activities for personal benefit and fulfilment.

Response format

10-point Likert (1=strongly disagree, 10=strongly agree)

Scale items

• I benefit from following the brand community's rules.
• I am motivated to participate in the brand community's activities because I feel better about myself. [item may be truncated]
• I am motivated to participate in the brand community's activities because I am able to express myself. [item may be truncated]
• I am motivated to participate in the brand community's activities because I am able to achieve things important to me. [item may be truncated]

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

Usage notes & scoring

Developed by Algesheimer, Dholakia, and Herrmann (2005) through qualitative research; composite reliability .88. Cronbach's alpha not separately reported. Items 2, 3, and 4 appear truncated in extraction—verify full wording against original article. Reliability reported as composite reliability (CR/ω) rather than Cronbach's α; the value entered in the alpha field reflects CR. CR and omega are computed from the same formula using CFA factor loadings and are treated as equivalent here.

Recommended companion scales

Citation

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.

Keywords