Table of Contents
| Category | Details |
|---|---|
| Description | The Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model (Tran et al., 2024) assesses how two user motives (hedonic and utilitarian) affect brand engagement and brand equity through branded apps. The 44-item measure was developed through a study that explored the impact of perceived motivations and task-service fit on brand engagement and equity. Proposed items were adapted from prior research (e.g., Stocchi et al., 2018; Yoo, Donthi, & Lee, 2000; Hollebeek, Glynn, & Brodie, 2014). The measure was administered to US mobile app users via an online survey. Results regarding reliability and validity were reported. |
| Author | Tran, Trang P. (ORCID: 0000-0001-9000-044X); Gugenishvili, Ilia (ORCID: 0000-0002-7657-9149); Muldrow, Adrienne F. (ORCID: 0000-0003-3519-3343) |
| Purpose | To assess how two user motives (hedonic and utilitarian) translate into consumer brand equity and brand engagement. |
| Construct | Consumer Brand Engagement; Brand Equity; Branded Applications |
| Instrument Type | Inventory/Questionnaire |
| Source Used | Tran, T. P., Gugenishvili, I., & Muldrow, A. F. (2024). Enhancing brand equity in branded apps: A hedonic and utilitarian motivation’s perspective. Journal of Marketing Communications, 30(3), 318–343. https://doi.org/10.1080/13527266.2022.2113909 |
| Reliability | Internal consistency: Cronbach’s alpha and CR coefficients were above 0.7 among the dimensions. |
| Validity | Convergent and discriminant validity: All average variance extracted (AVE) values were greater than 0.5, confirming convergent validity. Discriminant validity was established since the HTMT value is smaller than 1, except for interpersonal utility and hedonic benefits. This result is understandable as the measurement models of interpersonal utility are repeated as indicators of hedonic benefits (Hair et al., 2017). |
| Factors and Subscales | Utilitarian motivations (Security; Usefulness; Ease of use); Hedonic motivations (Interpersonal utility; Entertainment); Brand equity (Perceived quality; Brand loyalty; Brand associations with brand awareness); Consumer brand engagement (Cognitive processing; Affection; Activation); Task-service fit. |
| Test Methodology | Test Validity; Construct Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Measurement Model |
| Test Items Available | Yes |
| Number of Items | 44 |
| Administration Method | Electronic |
| Test Location | 2024-67328-003, Table 1, Pages 331-332 |
| Commercial | No |
| Fee | No |
| Language Present | English |
| Files | No file available for download |
Antecedents of Consumer Brand Engagement and Brand Equity of Apps — Measurement Model
Scale Items
Utilitarian Motivations (Stocchi et al. 2018)
Security
My private information is managed securely when using this app.
I am sure that payment information will be protected when using this app.
Usefulness
Using this app improves my performance in my daily life.
Using this app increases my productivity in my daily life.
Using this app enhances my effectiveness in my daily life.
Ease of Use
Learning to operate this app is easy for me.
I would find it easy to get this app to do what I want it to do.
It would be easy for me to become skillful at using this app.
Hedonic Motivations (Stocchi et al. 2018)
Interpersonal Utility
I use this app to participate in discussions.
I use this app to show others encouragement.
I use this app to belong to a group.
I use this app to express myself freely.
Brand Equity (Yoo, Donthu, and Lee 2000)
Perceived Quality
This brand is of high quality.
The likely quality of this brand is extremely high.
The likelihood that this brand would be functional is very high.
The likelihood that this brand is reliable is very high.
This brand must be of very good quality.
Brand Loyalty
I know what this brand looks like.
I can recognize this brand among other competing brands.
I am aware of this brand.
Some characteristics of this brand come to my mind quickly.
I can quickly recall the symbol or logo of this brand.
Consumer Brand Engagement (Hollebeek, Glynn, and Brodie 2014)
Cognitive Processing
Using this app gets me to think about the brand.
I think about the brand a lot when I’m using this app.
Using this app stimulates my interest to learn more about the brand.
Affection Factor
I feel very positive when I use this app.
Using this app makes me happy.
I feel good when I use this app.
I’m proud to use this app.
Activation Factor
I spend a lot of time using this app, compared to other apps.
Whenever I’m finding something with mobile apps, I usually use this app.
This app is one of the apps I usually use when I use to find something with mobile apps.
Task-Service Fit (Lin and Huang 2008)
In helping me perform my shopping task(s), …
Use of the branded app service is adequate
Use of the branded app service is appropriate
Use of the branded app service is compatible with my task
Use of the branded app service is helpful
Use of the branded app service is sufficient
In general, the service of the branded app best fits the task
Cite this article
Mohammed looti (2026). Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model. PSYCHOLOGICAL SCALES. Retrieved from https://scales.arabpsychology.com/s/antecedents-of-consumer-brand-engagement-and-brand-equity-of-apps-measurement-model/
Mohammed looti. "Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model." PSYCHOLOGICAL SCALES, 4 Apr. 2026, https://scales.arabpsychology.com/s/antecedents-of-consumer-brand-engagement-and-brand-equity-of-apps-measurement-model/.
Mohammed looti. "Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model." PSYCHOLOGICAL SCALES, 2026. https://scales.arabpsychology.com/s/antecedents-of-consumer-brand-engagement-and-brand-equity-of-apps-measurement-model/.
Mohammed looti (2026) 'Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model', PSYCHOLOGICAL SCALES. Available at: https://scales.arabpsychology.com/s/antecedents-of-consumer-brand-engagement-and-brand-equity-of-apps-measurement-model/.
[1] Mohammed looti, "Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model," PSYCHOLOGICAL SCALES, vol. X, no. Y, ص Z-Z, April, 2026.
Mohammed looti. Antecedents of Consumer Brand Engagement and Brand Equity of Apps–Measurement Model. PSYCHOLOGICAL SCALES. 2026;vol(issue):pages.