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 / Adults.
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 custom response format.
Response anchors: 1 = Strongly disagree, 2 = Disagree, 3 = Somewhat disagree, 4 = Neither agree nor disagree, 5 = Somewhat agree, 6 = Agree, 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 – 30
- Moderate Brand Defense: 31 – 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.