Brand Competence

What it measures

A four-item unipolar scale measuring the degree to which a consumer perceives an advertised brand as competent — effective, competent, efficient, and capable. Items are presented as completions to the stem 'I think the advertised Brand [X] is seen as…' and rated on 5-point scales anchored at the negative pole (e.g., 'not effective at all') and positive pole (e.g., 'very effective'). Developed for research on the compensation effect between warmth and competence in advertising, the scale draws on the Stereotype Content Model conceptualisation of brand competence as the degree to which a brand is perceived as capable of carrying out its intentions.

Representative items

• I think the advertised Brand [X] is seen as... not effective at all / very effective
• ...not competent at all / very competent
• ...not capable at all / very capable

Citation

Kim, Taemin and Jennifer Gerard Ball (2021). Unintended consequences of warmth appeals: An extension of the compensation effect between warmth and competence to advertising. Journal of Advertising, 50(5), 622–638.