The scale assesses perceived brand warmth across four human-like traits, using a semantic differential format not previously documented for brand-level measurement.
10-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Source not stated by Chu, Chang, and Lee (2021), who used the scale in a main study and two pretests. The keywords are common in warmth measures generally, though this specific combination doesn't appear to have been used with brands before. Reliability was strong to excellent (α = .89–.96). Validity wasn't discussed. The authors note the items may be adaptable to other entities like companies or people, with psychometric testing recommended before doing so. This site also has a differently constructed 'Warmth of the Brand' scale from Pogacar et al. (2021) — the two are distinct measures despite sharing a name. This is also a companion to another scale from the same paper already on this site, Value of the Product (Chu, Chang, & Lee).
Chu, Xing-Yu, Chun-Tuan Chang, and Angela Y. Lee (2021), "Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation," Journal of Marketing, 85 (6), 162–175.
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