Intention de recommander la marque

Intention de recommandation

• 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]

7 points scale: 1 = totally disagree, 7 = totally agree

Brand advocacy

• 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)

7 points scale: 1 = totally disagree, 7 = totally agree

Stephenson, A. L., Heckert, A., & Yerger, D. B. (2016). College choice and the university brand: exploring the consumer decision framework. Higher Education, 71(4), 489-503.