This scale captures how strongly a consumer would choose to buy one particular brand over a competing alternative. Eichinger, Schreier, and van Osselaer (2022) used it in a study on how products connect people to a sense of groundedness, pitting a target brand against a comparison brand.
7-point scale, anchors true for Brand A (1) to true for Brand B (7)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was very strong (α = .97; Eichinger, Schreier, and van Osselaer 2022, web appendix, p. 24). Using the Fornell-Larcker criterion, the authors found support for the scale's discriminant validity from a separate measure of need for groundedness (AVE = .91). A slightly reworded version of the scale was used elsewhere in the same paper. Respondents rate two named brands against each other rather than a single brand in isolation, and a generic product term should replace the blanks.
Eichinger, Isabel, Martin Schreier, and Stijn M.J. van Osselaer (2022), "Connecting to Place, People, and Past: How Products Make Us Feel Grounded," Journal of Marketing, 86 (4), 1-16.
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