Brand Community Loyalty

What it measures

Three items measure a person's commitment to remaining in a brand community, including perceived exit barriers, willingness to pay, and continuance intention.

Response format

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

Scale items

• It would be very difficult for me to leave this brand community.
• I am willing to pay more money to be a member of this brand community than I would to be a member of another. [item may be truncated]
• I intend to stay on as a brand community member.

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

Usage notes & scoring

Drawn from prior loyalty and commitment scales by Algesheimer, Dholakia, and Herrmann (2005). Composite reliability .84. Cronbach's alpha not separately reported. Item 2 appears truncated—verify 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