A five-item scale measuring positive behavioural intentions toward a specific brand, encompassing loyalty, commitment, repurchase intention, preference over alternatives, and willingness to recommend. Items contain a blank for the brand name, making the scale adaptable across contexts. Covering the key dimensions of consumer-brand loyalty behaviour — from internal commitment through to social advocacy — the scale provides a comprehensive but concise assessment of the full positive behavioural response to a brand.
Pogacar, Ruth, L. J. Shrum, and Tina M. Lowrey (2021). The effects of linguistic devices on consumer information processing and persuasion: A language complexity × processing mode framework. Journal of the Academy of Marketing Science, 49(1), 98–114.
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