This scale measures how much a consumer likes a particular company and prefers it to competitors, focusing on what the person thinks rather than on their purchasing behaviour. Wolter and colleagues (2022) used it, under the name attitudinal loyalty, in Study 1 with 323 MTurk participants. The items were taken from Watson et al. (2015).
7-point Likert (strongly disagree, disagree, somewhat disagree, neither agree nor disagree, somewhat agree, agree, strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .96 (Wolter et al. 2022, p. 1067). The scale was part of a PLS-SEM model in Study 1, but its validity was not discussed; the reported AVE was notably high (.92). The items were used as published by Watson et al. (2015) rather than adapted, so that article should also be cited. The blank should be filled with the name of the focal company.
Wolter, Jeremy S., Dora E. Bock, Christopher D. Hopkins, and Michael Giebelhausen (2022), "Not the Relationship Type? Loyalty Propensity as a Reason to Maintain Marketing Relationships," Journal of the Academy of Marketing Science, 50 (5), 1052-1070.
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