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This website has truly been a welcome gift! The Day Pass is extremely affordable & the site is so user friendly to navigate. It provides a wealth of information including, the source, validity, & references for my doctorate research project. I highly recommend this to anyone as it is truly an invaluable research tool!
Suzanne Cromlish, PhD
Saint Xavier University, Chicago

Measuring Customer Engagement with Brands

In the last 10-15 years, the topic of engagement has become hot among marketers and others.  A tone in a lot of the press early on seemed to be that concern about customer engagement was new.  As a marketing professor, I found that to be strange.  As I wrote in more detail elsewhere several years ago, engagement is not new.  In brief, scholars have been studying it for several decades, though under different names.  Sometimes it was called Involvement and other times it has been Attention.  More recently, I have seen it called Attachment.  In recent years, there has been some scholarly research of engagement as it pertains to brands.  To bring awareness to this topic, multi-item measures of four types of customer engagement are featured here now: Influence, Knowledge, Purchases, and Reference.  These new scales have now joined the thousands of other measures in the Marketing Scales database that have been used in advanced consumer research.  To have easy access to them all, use a Day Pass