Private Label Brand Attitude

What it measures

Six items capture a consumer's overall attitude toward private label brands, encompassing quality perceptions, value-for-money beliefs, and behavioural inclination to purchase store brands over national brands.

Response format

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

Scale items

• Buying private label brands makes me feel good.
• I love it when private label brands are available for the product categories I purchase.
• For most product categories, the best buy is usually the private label brand.
• In general, private label brands are poor-quality products. (r)
• Considering the value for the money, I prefer private label brands to national brands.
• When I buy a private label brand, I always feel that I am getting a good deal.

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

Usage notes & scoring

Developed by Burton et al. (1998) with alpha .873 (n=333); replicated at .89 (n=300) by Garretson, Fisher, and Burton (2002). Item 4 is reverse-scored.

Citation

Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of Advertising Research.

Keywords