Control of the Brand (Owners)

Name: Control of the Brand (Owners)
Published: 2022
License: https://psychometricscales.com/methodology.html

Belief That a Brand's Owners Fully Control Its Business Outcomes

4 items 2022 α 0.90 to 0.93 across three administrations Free Khamitov, M., & Puzakova, M.

What it measures

This scale measures how much a person believes that a brand's owner(s) fully control the outcomes and decisions of the business. Khamitov and Puzakova (2022) used it across three studies examining how possessive brand naming shapes inferred control.

Response format

7-point scale (strongly disagree to strongly agree)

Scale items

All _____ outcomes are fully controlled in this business.
All decisions regarding this brand's business are under high control.
There is a sense of control for the business outcomes.
They are in full control of the _____ outcome.

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

Usage notes & scoring

Reliability was strong across all three administrations (α = .93 Study 3, .91 Study 7, .90 Web Appendix I; Khamitov and Puzakova 2022, p. 1040). The scale appears to have been created by the authors for this research. The blanks in items 1 and 4 should be filled with a generic term for the service the brand's owner(s) provide (e.g., "moving" for a moving company).

Citation

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.

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Keywords

#perceivedcontrol#brandownership#inferredagency#consumerinference

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