Engagement with the Brand

What it measures

This scale measures a person's ongoing interest in a particular brand, including wanting brand merchandise and visiting the brand's website even without a shopping need. Pratt et al. (2023) used it in Study 1 with a nationally representative tracking-survey sample of over 41,000 U.S. vehicle owners, building on theoretical concepts from Pansari and Kumar (2017).

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I am always interested in learning more about this brand.
• I would be interested in merchandise with this brand’s name on it.
• I like to visit this brand’s website, even when I am not shopping for a new _____.

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

Usage notes & scoring

The scale's alpha was .80, right at the QC threshold (Pratt et al. 2023, p. 1161). Validity was not separately discussed. The scale was inspired by theoretical concepts in Pansari and Kumar (2017) rather than adapted from a prior instrument. The blank in item 3 should be filled with a generic product category (e.g., phone, car, computer).

Citation

Pratt, Alexander B., Stacey G. Robinson, Clay M. Voorhees, Joyce (Feng) Wang, and Michael D. Giebelhausen (2023), "Unintended Effects of Price Promotions: Forgoing Competitors’ Price Promotions Strengthens Incumbent Brand Loyalty," Journal of the Academy of Marketing Science, 51 (5), 1143-1164.

Keywords