Brand Image Clarity

Name: Brand Image Clarity
Published: 2009
License: https://psychometricscales.com/methodology.html

BICIn this scale using five, seven- point items

5 items 2009 α .87 Free Lee, K., & Shavitt, S.

What it measures

A multiple-item scale measuring brand image clarity.

Response format

7-point Likert scale

Scale items

To what extent do you think the characteristics of __________ are coherent?
To what extent do you view __________ as an integrated brand?
To what extent does __________ give you a concrete image about what this brand is like?
To what extent do you think it is easy to explain your impression of __________ to other people?
To what extent do you easily categorize what __________ is?

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

Usage notes & scoring

Reported alpha coefficients range from .80 to .87 across samples or studies.

Citation

Lee, Kyoungmi and Sharon Shavitt (2009), “Can McDonald's Food Ever Be Considered Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand,” Journal of Marketing Research, 46 (2), 222-233.

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Keywords

#brand#image

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