Commitment to the Brand

What it measures

A four-item scale measuring the strength of a consumer's commitment to a specific brand, encompassing loyalty, preference, exclusive consideration, and willingness to pay a price premium. Items capture the key behavioural and attitudinal dimensions of brand loyalty — habitual repurchase intention, first-choice designation, resistance to switching, and price premium tolerance. A blank in items allows the scale to be adapted to any brand and product category combination.

Response format

9-point Likert (also used as 5-point)

Scale items

• I consider myself to be loyal to [brand].
• [Brand] would be my first choice.
• I would not buy other brands if [brand] is available at the store.
• I am willing to pay a higher price for a [brand] [product] than I would for other brands.

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Items 1–3 require the brand name; item 4 requires both brand name and product category label (e.g., 'Vera Bradley bag'). Two reliability estimates: composite reliability = .90 (Yoo, Donthu & Lee 2000, 5-point scale, 3-item version); α = .92 (Moreau, Bonney & Herd 2011, Journal of Marketing 75(5), 120–133, 4-item version). EFA and CFA confirmed unidimensional structure — Yoo et al. (2000). NOTE: A 3-item version (items 1–3) was used by Yoo et al. (2000) on a 5-point scale; the 4-item version adding price premium was used by Moreau et al. (2011) on a 9-point scale. Researchers should report which version and response scale they used.

Citation

Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.

Keywords