Brand Hate Scale – BHS (U.S./U.K. Version)
Measures consumers' self-reported brand hate, characterized by feelings of deep resentment and aversion toward a brand.
Scale Development & Technical Details
Scale Overview
The Brand Hate Scale – BHS (U.S./U.K. Version) was developed by Houcine Akrout, Mona Mrad (2023). It is designed to measure Brand Hate. The scale is intended for use with Consumers (Adults).
Scale Structure
This instrument consists of 7 items organized into 2 factors/subscales: Feeling of Aversion, Feeling of Deep Resentment.
| Factor / Subscale | Items | N |
|---|---|---|
| Feeling of Aversion | 1,2,3 | 3 |
| Feeling of Deep Resentment | 4,5,6,7 | 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.
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Composite reliability > 0.60.
Administration
The scale is self-administered and typically takes approximately 2 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.