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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

New Measures of Brand-related Beliefs

Brand-related scales have been featured on the front page of this site many times over the years.  The last time they were featured was in the early summer of 2020.  I have reviewed many new brand-related scales since that time and have selected four new ones that are worth featuring now.  As always, these scales are multi-item measures that have been used by scholars in consumer research and which have moderate to high levels of internal consistency reliability.  (Scales should not be used in serious research if internal consistency is unknown or not high enough.)  The names of these new scales added to the database here are Affective Response to the Brand (Evoking Nature), Attachment to the Branded Product, Attitude Toward the Family Brand, and Congruence (Self with Brand).  They can be used to address the following questions:

  • How much do consumers feel that a brand stimulates sensations of being in nature?
  • To what degree do consumers have strong emotional bonds with a particular branded good?
  • What level of positive beliefs do consumers have about multiple products that share the same brand name?
  • How much do consumers identify with a brand and feel connected to it? 

These new scales now join the hundreds of other brand-related scales in the database which are part of the thousands of other scales available here that have been used in the scholarly study of consumer behavior.