Customer Brand Commitment and Loyalty

What it measures

Measures the strength of a customer's emotional and behavioural bond with a company, brand, store, or website. Items tap loyalty, commitment, pride, and the anticipated disappointment of losing access. The general wording allows easy adaptation across diverse business entities. Initially derived from items in the J.D. Power North American Hotel Guest Satisfaction study.

Response format

5-point Likert (strongly disagree / strongly agree)

Scale items

• I feel loyal to _____.
• If I were unable to be a customer of _____ I would be disappointed.
• I am committed to _____.
• I am proud to be a customer of _____.

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

Usage notes & scoring

Referred to as 'self-brand connection' by Wilson et al. (2017). Alpha = .94 in J.D. Power dataset (n = 6,577); CR = .894 in psychometric study (n = 292, Amazon MTurk). AVE = .682. CFA confirmed substitutability between J.D. Power-derived and author-created versions. Replace blanks with the entity name (brand, company, store, website).

Recommended companion scales

Citation

Wilson, A.E., Giebelhausen, M.D., & Brady, M.K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534–547.

Keywords