Brand Hate Scale – BHS
Measures consumers' enduring negative sentiment, deep resentment, and aversion toward a specific brand.
Scale Development & Technical Details
Scale Overview
The Brand Hate Scale – BHS was developed by Houcine Akrout, Mona Mrad (2023). It is designed to measure Brand Hate. The scale is intended for use with Adult consumers.
Scale Structure
This instrument consists of 10 items organized into 2 factors/subscales: Feeling of Aversion, Feeling of Deep Resentment.
| Factor / Subscale | Items | N |
|---|---|---|
| Feeling of Aversion | 1,2,3,4,5 | 5 |
| Feeling of Deep Resentment | 6,7,8,9,10 | 5 |
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = I totally Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Neutral, 5 = Slightly Agree, 6 = Agree, 7 = I totally Agree.
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 Hate: 10 – 30
- Moderate Brand Hate: 31 – 50
- High Brand Hate: 51 – 70
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Composite reliability > 0.60.
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.