Brand Competence From Name Cues

What it measures

This scale measures how competitive, professional, and competent a consumer judges a brand to be based only on its name. Zhang, Li, and Ng (2022) used it to test how size-related cues embedded in brand names shape gendered stereotyping of the brand.

Response format

7-point scale (strongly disagree (1) to strongly agree (7))

Scale items

• Competent
• Competitive
• Professional

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

Usage notes & scoring

The scale was reliable (α = .86; Zhang, Li, and Ng 2022, p. 261) among 294 U.S. MTurk participants. Validity was not separately discussed. Participants viewed only a poster with the brand name before responding. Note: this is a distinct scale from the differently authored "Brand Competence" measure already in this database (ID 2149).

Citation

Zhang, Kuangjie, Shaobo (Kevin) Li, and Sharon Ng (2022), "Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping," Journal of Consumer Research, 49 (2), 252-267.

Keywords

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