Consumer Brand Engagement (CBE, Hollebeek, Glynn & Brodie)
Marketing & SalesReliability: alphas 0.81–0.90 across three facets3 sample items
About this scale
A 10-item measure of consumer brand engagement across three dimensions: cognitive processing, affection, and activation. Used widely in social-media and engagement-economy research.
Sample item(s)
“Using this brand gets me to think about it. (cognitive)”
“I feel very positive when I use this brand. (affection)”
“I spend a lot of time using this brand compared to other brands. (activation)”
Reliability
Reported internal consistency: alphas 0.81–0.90 across three facets. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
For social-media-specific engagement see Schivinski, Christodoulides & Dabrowski (2016).
Source & citation
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014): Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, Vol. 28, No. 2, pp. 149–165.
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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