Brand Resonance (Sense of Community)

What it measures

A four-item likert scale designed to measure the degree to which a consumer views there being a strong association between him/herself and others who use a particular brand.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I really identify with people who use this brand.
• I feel like I almost belong to a club with other users of this brand.
• This brand is used by people like me.
• I feel a deep connection with others who use this brand.

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

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors. Sense of Community subscale of Keller's Customer-Based Brand Equity (CBBE) Brand Resonance construct. Brand Resonance sits at the apex of the CBBE pyramid and comprises four blocks: Behavioral Loyalty, Attitudinal Attachment, Sense of Community (these 4 items), and Active Engagement. Predicts brand advocacy, WOM, and resistance to competitive switching. α = .85–.93 reported across product categories. Originally catalogued as Keller (2003) textbook with no journal; primary source is Keller (2001) MSI Report No. 01-107.

Citation

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Report No. 01-107). Marketing Science Institute. Also published in: Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Prentice Hall.

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