Brand Fidelity to Founding Values

What it measures

This scale measures how much a consumer believes a brand has stayed true to its original founding values and principles rather than compromising them. Biraglia et al. (2023) used it across nine studies to explain why consumers react negatively when an authentic brand is acquired by another company.

Representative items

• The brand remains true to its espoused values.
• The brand has stuck to its principles.

Citation

Biraglia, Alessandro, Christoph Fuchs, Elisa Maira, and Stefano Puntoni (2023), "When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account," Journal of Marketing, 87 (4), 601-617.