Scale Overview
The Brand Fairness, Brand Identification, and Customer Engagement Model was developed by David Gligor, Sıddık Bozkurt, Emma Welch, Nichole Gligor (2023). It is designed to measure Brand Fairness, Brand Identification, and Customer Engagement. The scale is intended for use with Consumers / Adults.
Scale Structure
This instrument consists of 26 items organized into 6 factors/subscales: Perceived Brand Fairness, Brand Identification, Customer Purchases, Customer Referrals, Customer Influence, Customer Knowledge.
| Factor / Subscale |
Items |
N |
| Perceived Brand Fairness |
1,2,3,4 |
4 |
| Brand Identification |
5,6,7,8,9,10,11 |
7 |
| Customer Purchases |
12,13,14 |
3 |
| Customer Referrals |
15,16,17,18 |
4 |
| Customer Influence |
19,20,21,22 |
4 |
| Customer Knowledge |
23,24,25,26 |
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 26 to 182. Interpretation guidelines:
- Low Brand Connection and Engagement: 26 – 78
- Moderate Brand Connection and Engagement: 79 – 130
- High Brand Connection and Engagement: 131 – 182
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha 0.82 to 0.95.
Administration
The scale is self-administered and typically takes approximately 8 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.