Antecedents of Consumer Brand Engagement and Brand Equity of Apps – Measurement Model
Assesses how hedonic and utilitarian user motives affect consumer brand engagement and brand equity through branded applications.
Scale Development & Technical Details
Scale Overview
The Antecedents of Consumer Brand Engagement and Brand Equity of Apps – Measurement Model was developed by Trang P. Tran, Ilia Gugenishvili, Adrienne F. Muldrow (2024). It is designed to measure Consumer Brand Engagement, Brand Equity, Branded Applications. 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.
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha and CR coefficients > 0.7.
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.