Échelles de mesure

Brand admiration (Park, McInnis and Eisingerich, 2016)

1. What is your feeling of admiration for the brand?
2. What is your feeling of awe for the brand?

From -2 to +2

Park, C. W., McInnis, D. J. & Eisingerich AB (2016), Brand admiration: Building a business people love, John Wiley & Sons.

• the product has come alive
• the product is like a person

• the product has a mind of its own;
• the product has intentions;
• the product has free will;
• the product has consciousness;
• the product experiences emotions.

• the product looks like a person;
• the product seems almost as if it has free will;
• the product seems almost as if it has intentions.

• the product appears to have a mind of its own;
• the product appears to have intentions;
• the product appears to have free will;
• the product appears to have consciousness;
• the product appears to have desires;
• the product appears to have beliefs;
• the product appears to have the ability to experience emotions.

• I like/dislike it;
• I feel positive/negative about it;
• Favorable/unfavorabe about it;
• I feel good/bad about it.

• Angry
• Mad
• Very annoyed

• I try to buy from companies that help the needy.
• I try to buy from companies that hire people with disabilities.
• I avoid buying products or services from companies that discriminate against minorities.
• When given a chance to switch to a retailer that supports local schools, I take it.
• I try to buy from companies that make donations to medical research.
• I make an effort to buy from companies that sponsor food drives.
• When given a chance to switch to a brand that gives back to the community, I take it.
• I avoid buying products made using child labor.
• When given a chance, I switch to brands where a portion of the price is donated to charity.
• I avoid buying products or services from companies that discriminate against women.
• When I am shopping, I try to buy from companies that are working to improve conditions for employees in their factories.
• I try to buy from companies that support victims of natural disasters.
• I make an effort to buy products and services from companies that pay all of their employees a living wage.

• I recycle cardboard.
• I recycle plastic containers.
• I recycle magazines.
• I recycle aluminum cans.
• I recycle steel/tin cans.
• I recycle paper.

• When I am shopping, I buy the lowest priced product regardless of the working conditions in the factory. (R)
• I buy the highest quality product, regardless of its impact on the environment. (R)
• When I am shopping, I buy the highest quality product regardless of the working conditions in the factory. (R)
• I buy the lowest priced product, regardless of its impact on the environment. (R)

• I avoid buying from companies that harm endangered plants or animals.
• Whenever possible, I walk, ride a bike, car pool, or use public transportation to help reduce air pollution.
• I avoid using products that pollute the air.
• I avoid buying products that pollute the water.
• I make an effort to avoid products or services that cause environmental damage.
• I avoid buying products that are made from endangered animals.
• I limit my use of energy such as electricity or natural gas to reduce my impact on the environment.

• Les produits de cette marque m’apportent de la sécurité.
• J’ai confiance dans la qualité des produits de cette marque.
• Acheter des produits de cette marque, c’est une garantie.

• Cette marque est sincère vis-à-vis des consommateurs.
• Cette marque est honnête vis-à-vis de ses clients.
• Cette marque montre de l’intérêt pour ses clients.

• Je pense que cette marque renouvelle ses produits pour tenir compte des progrès de la recherche.
• Je pense que cette marque cherche continuellement à améliorer ses réponses aux besoins des consommateurs.

• Si nécessaire, je pourrais faire de petits sacrifices pour continuer à utiliser cette marque.
• J’ai tendance à complimenter et à défendre cette marque.
• Je pense que je vais apprécier cette marque pendant longtemps.

• This brand is consistent with how I see myself (Actual Self)
• This brand is consistent with how I would like to see myself (Ideal self)
• This brand is consistent with how I believe others see me (Social self)
• This brand is consistent with how I would like others to see me (Ideal social self)

1. My values match with this brand's values and culture
2. The values of this brand are consistent with how I see myself. ‘
3. This brand's values and culture provide a good fit for the things I valued in my life

La plupart des gens pense que les mots suivants décrivent la marque [X]
(1-Pas du tout d’accord / 7- Tout à fait d’accord)

Convivialité (Warmth)
Amical ( Friendly )
Gentil ( Kind )
Aimable ( Likeable )
Sympathique ( Nice )

Compétence (Competence)
Doué ( Capable )
Compétent ( Competent )
Efficace ( Efficient )
Habile ( Skillful )

Halkias, G., & Diamantopoulos, A. (2020). Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach. International Journal of Research in Marketing, 37(4), 714-736.

• If you were to purchase a low carbon car, how intensely would you feel pleased?
• If you were topurchase a low carbon car, how intensely would you feel good about yourself?
• If you were to purchase a low carbon car, how intensely would you feel pride?
• If you were not to purchase a low carbon car, how intensely would you feel remorse?
• If you were not to purchase a low carbon car, how intensely would you feel guilt?

• Disgust
• Feeling of disgust
• Feelings of revulsion

•  When I see someone being take advantage of, I feel kind of protective toward them;
• When I see someone being treated unfairly, I sometimes feel pity for them.;
• I often have tender, concerned feelings for people less fortunate than me;
• I would describe myself as a pretty soft-hearted person;
• Sometimes I feel sorry for other people when they are having problems;
• Other people’s misfortunes can disturb me a great deal;
• I am often quite touched by things that I see happen.

• On the whole, I am satisfied with myself
• At times, I think I am no good at all (R)
• I feel that I have a number of good qualities
• I am able to do things as well as most of other people
• I feel I do not have much to be proud of (R)
• I certainly feel useless at times (R)
• I feel that I am a person of worth, at least on an equal plane with others
• I wish I could have more respect for myself (R)
• All in all, I am inclined to feel that I am a failure (R)
• I take a positive attitude toward myself

• I am a worthy member of the social group I belong to
• I often regret that I belong to some of the social groups I do (R)
• Overall, my social groups are considered good by others
• Overall, my group memberships have very little to do with how I feel about myself (R)
• I feel I don't have much to offer to the social groups I belong to (R)
• In general, I am glad to be a member of the social groups I belong to
• Most people consider my social groups, on the average, to be more ineffective than other social groups
• The social groups I belong to are an important reflection of who I am
• I am a cooperative participant in the social groups I belong to
• Overall, I often feel that the social groups of which I am a member are not worthwhile (R)
• I often feel I am a useless member of my social groups (R)
• I feel good about the social groups I belong to
• In general, belonging to social groups is an important part of my self‐image

• Effective / Ineffective
• Helpful / Unhelpful
• Functional / Not functional
• Necessary / Unnecessary
• Practical / Impractical

• Fun / Not fun
• Dull / Exciting
• Delightful / Not delightful
• Thrilling / Not thrilling
• Enjoyable / Unenjoyable

• I feel a strong sense of belonging to this brand.
• I identify strongly with this brand.
• This brand embodies what I believe in.
• This brand is like a part of me
• This brand has a great deal of personal meaning for me

• I am willing to tell other people about the good aspects of [brand]
• I am willing to recommend [brand] to others (family, friends…)
• If I have to give advice, I will recommend [brand]

• I will recommend this brand to others
• I will recommend this brand to those who ask or seek my advice
• I will recommend others on this brand's social media (e.g., Facebook or Twitter)
• I will post positive comments about this brand on my social media (e.g., Facebook)

• I am willing to pass along this parody to my friends
• I am willing to tell other people to look at this parody
• I am willing to share this parody with my contacts

• La marque X est aujourd’hui dans la continuité de ce qu’elle était auparavant
• La marque X n’a pas varié ses actions depuis son origine
• La marque X poursuit ses missions comme auparavant
• La marque X réalise des missions identiques à celles qu’elle menait à l’origine

•  la communication de la marque X est efficace
• la communication de la marque X est percutante
• la communication de la marque X est pertinente

• La marque X cherche à défendre les intérêts du consommateur
• La marque x utilise sa notoriété pour apporter des réponses au problème environnemental
• La marque X agit concrètement pour résoudre le problème environnemental
• La marque X œuvre à l’information et à la défense des consommateurs

• The community, clients, allies, and gouverment consider that the organisazation’s actions are beneficial to them.
• The community, clients, allies, and gouverment consider that the organization’s actions are « what must be done » regardless of any personal benefit
• The community, clients, allies, and gouverment consider that the organization solves problems in the best possible manner.

• Fair, compassionate, human, caring

• This brand ensures that local people benefit from its contributions.
• This brand sponsors and finances voluntary service.
• This brand integrates charitable contributions into its business activities.
• This brand help solve the social problems.
• This brand regularly makes donations to charity.
• This brand is actively involved in the community.
• This brand is committed to ethics principles

Items and dimensions of the material self (5-point disagree-agree responses)

Material self-projection

• I choose products and brands that will make others evaluate me favorably as a person. I like to own things that impress others*
• I tend to buy things that influence other people's favorable opinion of me.
• I care about what my material possessions signal to others. 

Materialistic evaluation of others

• I tend to evaluate others by the things they own.
• I admire people who own expensive homes, cars, and clothes*
• I like to associate with people who have an expensive lifestyle.
• I value the material objects other people own. 

Emotional self-assurance

• Sometimes I buy things because it helps me overcome negative feelings (sadness, anxiety, frustration).
• Shopping and buying things make me feel good (happy, joyful, proud). 
• Shopping and buying things are fun for me.
• I love to buy and own things.

Self-deservingness

• I have worked hard to get where I am and am entitled to the “good things in life.” 
• I think that there is nothing wrong with enjoying the fruits of your labor if you can. 
• I deserve to buy things to pamper myself.
• I deserve to splurge on myself every now and then.

*Items from Richins & Dawson's scale

Source: R.P. Bagozzi, A.A. Ruvio and C. Xie, “The material self”, International Journal of Research in Marketing, 37.

• I can become absorbed in thinking about my personal affairs, my health, my care or my relations to others
• My feelings are easily hurt by ridicule or by the slighting remarks of others
• When I enter a room I often become self‐conscious and feel that the eyes of others are upon me
• I dislike sharing the credit of an achievement with others
• I dislike being with a group unless that I am appreciated by at least one of those present (R)
• I feel that I am temperamentally different from most people (R)
• I often interpret the remarks of others in a personal way
• I easily become wrapped up in my own interests and forget the existence of others
• I feel that I have enough in my hands without worrying about other people's troubles
• I am secretly “put out” when other people come to me with their troubles, asking me for my time and sympathy
• I talk a good deal about myself, my experiences, my feelings, and my ideas (R)
• I have great faith in my own ideas and my own initiative (R)

• Ce modèle me rappelle un épisode de mon propre passé.
• Ce modèle me remet en mémoire les bons moments passés.
• Ce modèle m’aide à évoquer des souvenirs agréables.
• Ce modèle me fait penser à ma jeunesse.

• Ce modèle me rappelle un autre produit qui existe depuis longtemps.
• Ce modèle a un design qui rappelle le passé.
• Ce modèle est inspiré d’un autre modèle du passé.

• Les références au passé de la marque sont évidentes.
• La marque de ce produit rappelle le passé.

• Children should be taught well the traditions of the past.
• When conversing with my friends, I would like them to know of my past accomplishments.
• The best way to do new tasks well is to rely on what has been done in similar instances in the past.
• I like to hear my elders talk about the « old days ».
• It is important to know one’s family history.
• The longer a person works at the same place, the more he or she should be paid.
• The future is very uncertain.
• It is very important to understand what has happened in the past.

• I usually use a calendar to schedule events well ahead of time.
• Things which you do now will affect how you are treated later.
• I like to read about how others see the future.
• I like science fiction.
• When talking with friends, our interests tend to anchor around what we are going to do.
• If we work hard and plan right, things in our country will improve for those who really try.
• If a new young member has more potential to contribute to an organization, he or she should be paid more than other members in the organization.
• The future is dynamic, but we can anticipate most outcomes beforehand.
• I like to think about what I’m going to do in the future.

• A brand which will never go out of fashion
• A brand that is very continuous
• A timeless brand
• A brand that won’t disappear tomorrow

• A brand exuding a sense of tradition
• A brand that reiforces and builds on long-held traditions
• A brand with roots
• A brand that has a strong link to the past

• A brand that knows how to reinvent itself
• A brand that renews itself

• I fear that others have more rewarding experiences than me
• I fear my friends have more rewarding experiences than me
• I get worried when I find out my friends are having fun without me
• I get anxious when I don't know what my friends are up to
• It is important that I understand my friends “in jokes”
• Sometimes, I wonder if I spend too much time keeping up with what is going on
• It bothers me when I miss an opportunity to meet up with friends
• When I have a good time it is important for me to share the details online (status, pictures)
• When I miss out on a planned get‐together it bothers me
• When I go on vacation, I continue to keep tabs on what my friends are doing

• In most ways my life is close to my ideal
• The conditions of my life are excellent
• I am satisfied with my life
• So far I have gotten the important things I want in my life
• It I could live my life over, I would change almost nothing

• I understand my life’s meaning.
• I am looking for something that makes my life feel meaningful.
• I am always looking to find my life’s purpose.
• My life has a clear sense of purpose.
• I have a good sense of what makes my life meaningful.
• I have discovered a satisfying life purpose.
• I am always searching for something that makes my life feel significant.
• I am seeking a purpose or mission for my life.
• My life has no clear purpose.
• I am searching for meaning in my life.

• la marque [X] m’aide à comprendre le sens je veux donner à ma consommation
• la marque [X] m’aide à donner du sens à ma consommation
• la marque [X] me montre le but de ma consommation
• la marque [X] me donne des idées sur le sens que je veux donner à ma consommation
• la marque [X]  m’aide à trouver un sens à ma consommation

• I felt betrayed (Je me suis sentie trahie)
• I felt lied to (On m’a menti)
• I felt cheated (Je me suis sentie trompée)

Echelle de Bardhi et al. (2005), « The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty » Journal of marketing vol 65 (2) p. 81-93

Echelle en 7 points de « pas du tout d’accord » à « tout à fait d’accord »