Social Connectedness of the Brand

What it measures

This three-item scale measures how much a person believes a particular brand has close, good relationships with its stakeholders. Septianto, Paramita, and Ye (2023) used it in all four studies of research on how personized advertising messages raise perceived ethicality. The authors built it on a few key words from a social connection measure by Cavanaugh, Bettman, and Luce (2015).

Response format

7-point scale (1 = not at all, 7 = very much)

Scale items

• has a close relationship with its stakeholder(s).
• is socially connected with its stakeholder(s).
• has a good relationship with its stakeholder(s).

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

Usage notes & scoring

Alphas ranged from .86 to .91 across the four studies (Septianto, Paramita, and Ye 2023, pp. 185, 186, 188); values for individual studies were not given. Validity was not discussed. Each item follows the brand's name. The items should also work for related entities such as a company, a non-profit organization, or a business owner. See also Ethicality of the Brand (ID 90391), from the same article.

Citation

Septianto, Felix, Widya Paramita, and Sheng Ye (2023), "What's in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality," Journal of Advertising, 52 (2), 179-192.

Keywords

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