Brand Community Interest

What it measures

A multiple-item likert scale designed to measure the bond an owner of a particular brand has with other owners of the brand and the degree of desire to interact with them.

Response format

5-point scale

Scale items

• I have met wonderful people because of my __________.
• I feel a sense of kinship with other __________ owners.
• I have an interest in a club for __________ owners.

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

Usage notes & scoring

Internal consistency (alpha = .82) was reported in the primary study.

Citation

Schouten, John W., James H. McAlexander, and Harold F. Koenig (2007), “Transcendent Customer Experience and Brand Community,” Journal of the Academy of Marketing Science, 35 (3), 357-368.

Keywords