This scale measures how competent and capable a brand's owner(s) are perceived to be. Khamitov and Puzakova (2022) used it in a study on how possessive brand naming affects inferred control and brand preference.
7-point scale (not at all to very much)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong (α = .92; Khamitov and Puzakova 2022, p. 1040). Three of the four items (competent, capable, confident) are reused without modification from the widely used Stereotype Content Model competence dimension (Fiske, Cuddy, Glick, and Xu 2002); the fourth item (self-assured) was added by the current authors. Because this is verbatim reuse of a seminal, highly-cited instrument rather than an adaptation, the reliability reported here reflects only the focal paper's own administration. Original source: Fiske, Susan T., Amy J. C. Cuddy, Peter Glick, and Jun Xu (2002), "A Model of (Often Mixed) Stereotype Content: Competence and Warmth Respectively Follow from Perceived Status and Competition," Journal of Personality and Social Psychology, 82 (6), 878-902. The blank should be filled with the focal brand name.
Khamitov, Mansur and Marina Puzakova (2022), "Possessive Brand Names in Brand Preferences and Choice: The Role of Inferred Control," Journal of the Academy of Marketing Science, 50 (5), 1032-1051.
Free access to 2581+ psychometric scales at PsychScales