Cognitive In-Game Brand Engagement

What it measures

Three items assess the extent to which a player thought about and was intellectually stimulated by a branded product while engaging with it in a game. Adapted from an earlier brand engagement measure, the scale complements an affective engagement subscale from the same paper. Best suited to contexts where the brand plays an integral role in gameplay.

Response format

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

Scale items

• Dealing with _____ through the game got me to think about _____.
• I thought about _____ a lot when I was dealing with it through the game.
• Dealing with _____ through the game stimulated my interest to learn more about it.

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

Usage notes & scoring

Alphas ranged from .92 to .95 across Studies 2–4. CFAs confirmed good model fit and AVEs ranged from .79 to .86. The brand name should be placed in all blanks. Companion scale: Affective In-Game Brand Engagement (ID 990).

Recommended companion scales

Citation

Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: Whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652–673.

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