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.

Representative 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.

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.