The scale measures perceived brand warmth — traits like sincerity, tolerance, and good nature — adapted from an established framework for describing social groups.
7-point Likert (anchors likely not at all–very much)
Full scale items shown. Always cite the original source when using this scale in research.
Pogacar et al. (2021) borrowed this scale from Fiske et al. (1999), who originally used the items to describe social groups rather than brands; used across five studies. Reliability was strong to excellent (α = .85–.96). Discriminant validity relative to brand attitude was supported. The authors note the scale was validated specifically for brand names and recommend pretesting before applying it to other kinds of objects. This site also has a differently constructed 'Warmth of the Brand' scale from Chu, Chang, and Lee (2021) — the two are distinct measures despite sharing a name.
Pogacar, Ruth, Justin Angle, Tina M. Lowrey, L. J. Shrum, and Frank R. Kardes (2021), "Is Nestlé a Lady? The Feminine Brand Name Advantage," Journal of Marketing, 85 (6), 101–117.
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