Brand evangelism captures the most committed layer of consumer-brand relationship behaviour: actively purchasing a brand, spreading positive word-of-mouth about it, and speaking out against competing brands. The scale operationalises this as three related behavioural components — purchase intentions, positive brand referrals, and oppositional brand referrals — with the purchase-intention items adapted from an earlier measure of online purchase intentions and the referral items adapted from a measure of brand attractiveness and trust. Reliability was strong for the purchase-intentions and oppositional-referrals components; the positive-referrals component showed comparatively weaker reliability, a limitation worth keeping in mind when interpreting that dimension specifically.
5-point Likert scale
Brand Purchase Intentions (4 items)
Positive Brand Referrals (3 items)
Oppositional Brand Referrals (2 items)
Full scale items shown. Always cite the original source when using this scale in research.
Confirmatory factor analysis supported the three-factor structure, with average variance extracted exceeding .50 across all dimensions. One item was dropped from each of the purchase-intentions and positive-referrals subscales during the original study's CFA purification; the full original item pool is presented here. The positive-referrals subscale's reliability (.70) falls below the site's general .80 inclusion threshold — included because the other two dimensions clear it comfortably and the construct as a whole is well-established and widely used.
Becerra, E.P., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371–383.
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