Measures a consumer's overall orientation toward patronising and recommending a particular type or format of retail store, combining attitudinal evaluation, current shopping behaviour, and recommendation propensity. The scale is designed to be adapted across different store format categories such as discounters, hypermarkets, and specialty retailers.
Full scale items shown. Always cite the original source when using this scale in research.
Used by Zielke & Komor (2015) in two versions: one for discounters and one for hypermarkets. Items use a blank to be filled with the generic store-type name. Alphas were .93 (Germany) and .92 (Poland) for the discounters version, and .92 (Germany) and .85 (Poland) for the hypermarkets version. Multi-group SEM showed acceptable fit, discriminant validity, and evidence of configural, full metric, and partial scalar invariance across countries. Notably, the items represent a blend of constructs: item 1 is primarily attitudinal, items 2 and 3 measure actual shopping frequency, and item 4 captures recommendation propensity. This mixed structure means care should be taken in using the scale for precise construct-specific theory testing before dimensionality has been more closely examined. Verbal anchors were inferred as 'totally disagree' / 'totally agree' equivalents. Shares source paper with the Preference for Store Brands Scale (ID 643).
Zielke, S., & Komor, M. (2015). Cross-national differences in price-role orientation and their impact on retail markets. Journal of the Academy of Marketing Science, 43(2), 159-180.
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