Scale Overview
The Perceived Brand Morality Scale – PBMS was developed by Wei, Yunyi; Ekinci, Yuksel; Sit, Kokho (Jason) (2025). It is designed to measure Brand Morality. The scale is intended for use with Consumers (Adults).
Scale Structure
This instrument consists of 12 items organized into 3 factors/subscales: Brand Care, Brand Compliance, Brand Competence.
| Factor / Subscale |
Items |
N |
| Brand Care |
1,2,3,4 |
4 |
| Brand Compliance |
5,6,7,8 |
4 |
| Brand Competence |
9,10,11,12 |
4 |
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Strongly Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Neither Agree nor Disagree, 5 = Slightly Agree, 6 = Agree, 7 = Strongly Agree.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 4 to 28. Interpretation guidelines:
- Low Perception (Subscale Score): 4 – 12
- Moderate Perception (Subscale Score): 13 – 20
- High Perception (Subscale Score): 21 – 28
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 4 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.