Power of the Brand

What it measures

This three-item scale measures how powerful, strong, and assertive a brand seems. Pezzuti and Leonhardt (2023) used it in two studies with Prolific participants in Canada and the United States, in research on how negations in brand messages increase consumer engagement. Two of the items borrow key words from Warren, Pezzuti, and Koley's (2018) measure of dominance; the source of the third was not stated.

Response format

7-point Likert (1 = strongly disagree, 7 = strongly agree)

Scale items

• The ___ seems powerful.
• The ___ seems strong.
• The ___ seems assertive.

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

Usage notes & scoring

Alphas were .883 (Study 3, Canada, n = 566) and .846 (Study 4, U.S., n = 547) (Pezzuti and Leonhardt 2023, pp. 684, 687); validity was not discussed. Items 1 and 2 borrow key words from Warren, Pezzuti, and Koley's (2018) dominance measure. Although the construct was called brand power, the authors placed the word 'company' in the blank; with a different word in the blank, the items could be used to rate many other targets, from products and processes to people.

Citation

Pezzuti, Todd and James M. Leonhardt (2023), "What's Not to Like? Negations in Brand Messages Increase Consumer Engagement," Journal of the Academy of Marketing Science, 51 (3), 675-694.

Keywords

More Branding & Brand Psychology scales

• Luxuriousness of the Brand2022 · 3 items
• Brand Exclusivity From Limited Availability2023 · 3 items
• Brand as a Collective of Human-Like Characters2023 · 3 items
• Luxuriousness of the Fashion Brands2020 · 3 items
• Attitude Toward the Company's Communications Scale2013 · 3 items
• Brand Competence2021 · 4 items