Entitativity of the Brand

What it measures

A five-item scale measuring the degree to which multiple units of a brand's product are perceived as forming a coherent, unified entity with shared goals, coordinated functioning, and meaningful similarities — the property of entitativity applied to brand products. Items contain blanks for the product or brand name and assess unity of purpose, collective goal orientation, consistency of performance, and meaningful intra-category similarity. Developed for research on how product grouping affects perceived efficacy.

Representative items

• Each __________ seems to be unified around the same goal.
• It's easy to imagine __________ working together towards one goal.
• Each __________ seems to have meaningful similarities with one another.

Citation

Vanbergen, Noah, Caglar Irmak, and Julio Sevilla (2020). Product entitativity: How the presence of product replicates increases perceived and actual product efficacy. Journal of Consumer Research, 47(2), 192–214.