General Company Commitment (Aaker)
GCCALoyalty and willingness to sustain a relationship with a company through adversity
6 items
2004
α .91
Free
Aaker, J., Fournier, S., & Brasel, S. A.
What it measures
Six items measure a consumer's loyalty to a company and willingness to sustain the relationship even through inconvenience, temporary failures, or the passage of time.
Response format
7-point Likert (1=strongly disagree, 7=strongly agree)
Scale items
- I am very loyal to __________.
- I am willing to make small sacrifices in order to keep using __________.
- I would be willing to postpone my purchases if the __________ site was temporarily unavailable. [item may be truncated]
- I would stick with __________ even if it let me down once or twice.
- I am so happy with __________ that I no longer feel the need to watch out for other alternatives.
- I am likely to be using __________ one year from now.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Appears original to Aaker, Fournier, and Brasel (2004). Alphas .91–.93 across three time periods. Item 3 appears truncated—verify full wording against original article. Blanks should be replaced with the company or website name.
Recommended companion scales
Citation
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.
Keywords
#commitment#brandloyalty#relationshipresilience#e-commerce#forgiveness#long-termrelationship