Measuring Attitude toward the Brand and Purchase Intentions

TLDR

Attitude toward the brand and purchase intentions are key constructs in advertising research, yet no standard psychometrically validated scales exist and the two may not be empirically distinguishable. The study develops and validates new measures of brand attitude and purchase intentions within the attitude‑toward‑the‑ad theoretical framework. The authors constructed the scales from prior literature and evaluated their psychometric validity using the attitude‑toward‑the‑ad framework. The results indicate that the newly developed scales are psychometrically sound and provide implications for future research.

Abstract

Abstract Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.