Engagement with the Brand (Cognitive)

What it measures

This scale measures the extent to which a consumer thinks about a particular brand while using it. Wilkie et al. (2023) used it with 509 UK-based participants in their research on inclusivity in advertising, drawing the cognitive-engagement component from Hollebeek, Glynn, and Brodie's (2014) ten-item, three-component consumer brand engagement instrument.

Response format

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

Scale items

• Using _____ gets me to think about _____.
• I think about _____ a lot when I'm using it.
• Using _____ stimulates my interest to learn more about _____.

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

Usage notes & scoring

The scale's alpha was .84 (Wilkie et al. 2023, Supplemental Online Appendix, Table A1). Discriminant validity was supported via the Fornell-Larcker (1981) test against all other multi-item scales in the study (Table A3); the AVE was .76 (Table A1). 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. This is a companion to two other components from the same study already on this site (Engagement with the Brand (Affective); Engagement with the Brand (Behavioral)). The blanks should be filled with the focal brand's 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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