This four-item scale measures how much a person expects to build a close relationship with a particular brand over time. Puzakova and Kwak (2023) gave it to participants after they viewed an ad in Studies 2, 3, and 4 of their research on collective versus solo anthropomorphic brand appeals. The authors said they adopted items from earlier work on relationship closeness and intimacy, citing Burgoon and Le Poire (1999), although the items do not appear in that article.
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .94, .96, and .95 in Studies 2, 3, and 4, respectively (Puzakova and Kwak 2023, pp. 102, 105, 108). Validity was not discussed directly; because the scale served as a successful manipulation check in Study 4, there is some preliminary evidence of predictive validity. Fill each blank with the brand name. See also Brand as a Collective of Human-Like Characters (ID 90291), from the same article, and Brand Relationship Orientation (ID 842).
Puzakova, Marina and Hyokjin Kwak (2023), "Two's Company, Three's a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender," Journal of Advertising, 52 (1), 94-114.
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