Scales

Brand Defense Scale

Comprehensive academic profile of the Brand Defense Scale (BDS; Roy et al., 2023), including psychometric...

September 27, 2026 • Dr. Mohammed Looti
Scales

Customer Non-Transactional Values Measure

The Customer Non-Transactional Values Measure (Shin & Perdue, 2023) is a 15-item psychometric instrument evaluating...

September 27, 2026 • Dr. Mohammed Looti
Scales

Behavioral Brand Loyalty Intentions

A psychometric overview of the Behavioral Brand Loyalty Intentions scale, developed by Pratt et al....

September 24, 2026 • Dr. Mohammed Looti
Scales

Brand Affection

The Brand Affection scale is a validated 4-item psychometric measure assessing the warm, peaceful, and...

September 24, 2026 • Dr. Mohammed Looti
Scales

Brand-Related Behaviors (Positive) (BRRB)

Comprehensive academic overview of the Brand-Related Behaviors (Positive) (BRRB) scale, a 5-item psychometric measure of...

September 23, 2026 • Dr. Mohammed Looti
Scales

Commitment to the Brand (CTBR)

Comprehensive academic overview of the Commitment to the Brand (CTBR) scale developed by Yoo, Donthu,...

September 18, 2026 • Dr. Mohammed Looti
Scales

Trust in Brand (TIB)

An exhaustive academic analysis of Chaudhuri and Holbrook's (2001) Trust in Brand (TIB) scale, covering...

September 17, 2026 • Dr. Mohammed Looti
Scales

Loyalty Proneness (Brand) (LP)

Comprehensive academic overview of the Loyalty Proneness (Brand) (LP) scale developed by Kusum L. Ailawadi,...

September 17, 2026 • Dr. Mohammed Looti
Scales

Brand Experience (Affective) (BE)

An in-depth psychometric analysis of the Brand Experience (Affective) subscale developed by Brakus, Schmitt, and...

September 17, 2026 • Dr. Mohammed Looti
Scales

Affective Response to Brand (ARTB)

A psychometric review of the Affective Response to Brand (ARTB) scale developed by Chaudhuri and...

September 16, 2026 • Dr. Mohammed Looti
Scales

Brand Commitment (Coulter) (BCCOU)

A comprehensive academic psychometric profile of the Brand Commitment Scale (Coulter, Price, & Feick, 2003),...

September 16, 2026 • Dr. Mohammed Looti