Perceived Brand Morality Scale – PBMS
Measures consumers' perceptions of a brand's moral actions across care, compliance, and competence dimensions.
Scale Development & Technical Details
Scale Overview
The Perceived Brand Morality Scale – PBMS was developed by Wei, Yunyi; Ekinci, Yuksel; Sit, Kokho (Jason) (2025). It is designed to measure Brand Morality. The scale is intended for use with Consumers (Adults).
Scale Structure
This instrument consists of 12 items organized into 3 factors/subscales: Brand Care, Brand Compliance, Brand Competence.
| Factor / Subscale | Items | N |
|---|---|---|
| Brand Care | 1,2,3,4 | 4 |
| Brand Compliance | 5,6,7,8 | 4 |
| Brand Competence | 9,10,11,12 | 4 |
Response Format
Respondents rate each item using a 7-point Likert scale (1 = Strongly Disagree to 7 = Strongly Agree).
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 12 to 84. Interpretation guidelines:
- Low Perceived Brand Morality: 12 – 36
- Moderate Perceived Brand Morality: 37 – 60
- High Perceived Brand Morality: 61 – 84
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha > 0.70.
Administration
The scale is self-administered and typically takes approximately 5 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.