This scale measures how much a person feels a sense of friendship with, understanding of, and identification with a particular celebrity. Aw and Labrecque (2023) used it in Study 1, with 195 undergraduates at a Malaysian university, in research on how parasocial relationships with celebrity endorsers can shield brands from the fallout of transgressions. The scale was developed by Chung and Cho (2017), who wrote some items, borrowed others, and found two subfactors loading on a second-order parasocial relationship factor.
7-point Likert (anchors not reported; strongly disagree / strongly agree is the usual convention)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .91 in Study 1 (Aw and Labrecque 2023, p. 403). Validity was not discussed, although the measure worked as intended when used to check the parasocial relationship manipulation, offering preliminary predictive evidence. The celebrity's name goes in the blanks. QC note: the items are reused from Chung and Cho's (2017) scale, with reliability drawn from the focal paper's own administration; Chung and Cho (2017) is recorded as a full second reference. Although used as a manipulation check, parasocial relationship is the central explanatory construct of the focal paper's model. See also Parasocial Interaction Scale (ID 232) and Online Parasocial Relationship Scale (ID 90354).
Aw, Eugene Cheng-Xi and Lauren I. Labrecque (2023), "Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions," Journal of Advertising, 52 (3), 387-405.
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