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; flagged as non-adaptation per QC policy since 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.

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