Future Brand Loyalty Intention

What it measures

Five items measure a consumer's commitment to repurchasing a brand and recommending it to others in the future. Kuehn, Jozic, and Homburg (2019) adopted the scale from Brakus, Schmitt, and Zarantonello (2009), who had incorporated three items from Yoo and Donthu (2001). The scale was used across two large-scale studies — one in the U.S. (n not specified) and one in Europe — spanning 4,814 consumers total.

Response format

7-point Likert (anchors not stated; likely strongly disagree/strongly agree)

Scale items

• In the future, I would be loyal to this brand.
• I would buy this brand again.
• This brand would be my first choice in the future.
• I would not buy other brands if this brand is available.
• I would recommend this brand to others.

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

Usage notes & scoring

AVE was .73 (U.S.) and .68 (Europe); alpha was .87 in the European study. Exact wording of scale anchors was not reported.

Citation

Kuehn, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: Consumers' conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551–568.

Keywords