Engagement with the Brand (Behavioral)

What it measures

This scale measures how much energy, effort, and time a consumer spends using a particular brand relative to other brands. Wilkie et al. (2023) used it in the same UK-based study, drawing the behavioral-engagement (behavioral activity) component from Hollebeek, Glynn, and Brodie's (2014) three-component consumer brand engagement instrument.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I spend a lot of time using _____ compared to other __________.
• Whenever I’m using __________, I usually use _____.
• _____ is one of the brands I usually use when I use __________.

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

Usage notes & scoring

The scale's alpha was .90 (Wilkie et al. 2023, Supplemental Online Appendix, Table A1). Discriminant validity was supported via the Fornell-Larcker (1981) test (Supplemental Online Appendix, Table A3); the AVE was .83. This is one component of Hollebeek, Glynn, and Brodie's (2014) seminal three-component brand engagement instrument, used here on its own; Wilkie et al. (2023) report their own reliability and validity data for this administration. The short blanks should be filled with the focal brand's name and the long blanks with a generic product category name.

Citation

Wilkie, Dean Charles Hugh, Amelie Jay Burgess, Abas Mirzaei, and Rebecca M. Dolan (2023), "Inclusivity in Advertising: A Typology Framework for Understanding Consumer Reactions," Journal of Advertising, 52 (5), 721-738.

Keywords

More Branding & Brand Psychology scales

• Engagement with the Brand (Affective)2023 · 4 items
• Engagement with the Brand (Cognitive)2023 · 3 items
• Engagement with the Brand2023 · 3 items
• Brand as a Collective of Human-Like Characters2023 · 3 items
• Relationship with the Brand (Expected)2023 · 4 items
• Brand Competence2021 · 4 items