Brand Commitment (Beatty, Kahle & Homer)
Marketing & SalesReliability: alpha 0.843 sample items
About this scale
A 4-item measure of consumer commitment to a brand — intention to continue purchasing and resist competitive offers.
Sample item(s)
“I feel a sense of commitment to this brand”
“I will continue to buy this brand even if its price increases somewhat”
“I would switch to another brand if it offered a better price (reverse)”
Reliability
Reported internal consistency: alpha 0.84. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Free for academic use.
Source & citation
Beatty, S. E., Kahle, L. R., & Homer, P. (1988): The involvement-commitment model: Theory and implications. Journal of Business Research, Vol. 16, No. 2, pp. 149–167.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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