Loyalty Proneness (Brand)

What it measures

A three-item scale measuring loyalty proneness.

Response format

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

Scale items

• I prefer one brand of most products I buy.
• I am willing to make an effort to search for my favorite brand.
• Usually, I care a lot about which particular brand I buy.
• I am willing to pay a bit more for my favorite brand.
• Ailawadi, Neslin, and Gedenk (2001) used the first three items while Völckner (2008) used the first two and #4.

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

Usage notes & scoring

Internal consistency (alpha = .914) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Ailawadi, Kusum L., Scott A. Neslin, and Karen Gedenk (2001), “Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions,” Journal of Marketing, 65 (1), 71-89.

Keywords