Brand-Related Behaviors (Positive)

What it measures

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.

Response format

7-point Likert

Scale items

• I will be loyal to _____.
• I am committed to _____.
• I'll buy _____ in the future.
• I would choose _____ over other options.
• I would recommend _____ to others.

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the brand name. Alpha ranged from .93 to .95 across Studies 2, 4, 5, and a supplemental study — Pogacar, Shrum & Lowrey (2021). VALIDITY: Discriminant validity with respect to brand warmth supported via AVE comparisons. Items developed drawing on Chaudhuri & Holbrook (2001) and Brakus, Schmitt & Zarantonello (2009), though items are original to Pogacar et al. The scale spans attitudinal loyalty (commitment, preference) and behavioural loyalty (repurchase, recommendation) — researchers requiring a strict attitudinal or behavioural distinction should consider using only the relevant subset.

Citation

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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