Brand Defense Scale – BDS
Measures the strength of consumers' brand defense across defending, advocating, and forgiving dimensions.
Scale Development & Technical Details
Scale Overview
The Brand Defense Scale – BDS was developed by Sanjit K. Roy, Gaganpreet Singh, Arnold Japutra, Mansoor Javed (2023). It is designed to measure Brand Defense. The scale is intended for use with Consumers.
Scale Structure
This instrument consists of 10 items organized into 3 factors/subscales: Defending, Advocating, Forgiving.
| Factor / Subscale | Items | N |
|---|---|---|
| Defending | 1,2,3,4 | 4 |
| Advocating | 5,6,7 | 3 |
| Forgiving | 8,9,10 | 3 |
Response Format
Respondents rate each item using a 7-point Likert scale (1 = Strongly Disagree to 7 = Strongly Agree).
The scale includes 1 reverse-scored items to reduce acquiescence bias.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 10 to 70. Interpretation guidelines:
- Low Brand Defense: 10 – 29
- Moderate Brand Defense: 30 – 50
- High Brand Defense: 51 – 70
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha: 0.78 – 0.86.
Administration
The scale is self-administered and typically takes approximately 3 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.