Antecedents of Consumer Brand Engagement and Brand Equity of Apps – Measurement Model
Assesses how hedonic and utilitarian user motives affect brand engagement and brand equity through branded mobile applications.
Scale Development & Technical Details
Scale Overview
The Antecedents of Consumer Brand Engagement and Brand Equity of Apps – Measurement Model was developed by Tran, Trang P.; Gugenishvili, Ilia; Muldrow, Adrienne F. (2024). It is designed to measure Consumer Brand Engagement and Brand Equity. The scale is intended for use with Mobile app users.
Scale Structure
This instrument consists of 38 items organized into 10 factors/subscales: Security, Usefulness, Ease of Use, Interpersonal Utility, Perceived Quality, Brand Loyalty, Cognitive Processing, Affection, Activation, Task-Service Fit.
| Factor / Subscale | Items | N |
|---|---|---|
| Security | 1,2 | 2 |
| Usefulness | 3,4,5 | 3 |
| Ease of Use | 6,7,8 | 3 |
| Interpersonal Utility | 9,10,11,12 | 4 |
| Perceived Quality | 13,14,15,16,17 | 5 |
| Brand Loyalty | 18,19,20,21,22 | 5 |
| Cognitive Processing | 23,24,25 | 3 |
| Affection | 26,27,28,29 | 4 |
| Activation | 30,31,32 | 3 |
| Task-Service Fit | 33,34,35,36,37,38 | 6 |
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 38 to 266. Interpretation guidelines:
- Low Engagement and Equity: 38 – 114
- Moderate Engagement and Equity: 115 – 190
- High Engagement and Equity: 191 – 266
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 10 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.