Brand Warmth (Semantic Differential)

Name: Brand Warmth (Semantic Differential)
Creator: Chu, X.Y., Chang, C.T., & Lee, A.Y.
Published: 2021
License: https://psychometricscales.com/methodology.html

Warmth of the Brand

4 items 2021 α 0.89-0.96 Free Chu, X.Y., Chang, C.T., & Lee, A.Y.

What it measures

The scale assesses perceived brand warmth across four human-like traits, using a semantic differential format not previously documented for brand-level measurement.

Representative items

not at all friendly / very friendly
not at all warm / very warm
not at all close / very close
not at all sincere / very sincere

Citation

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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