Validation of the Russian Version of Brand Addiction Scale
The study aimed to adapt and validate the Brand Addiction Scale (BASCALE) for Russian-speaking samples. Brand addiction was conceptualized as a psychological state involving excessive attachment to a brand, characterized by emotional, cognitive and behavioral involvement, and constant urges to possess the brand’s products. The research was conducted in two stages. In the first stage, translation and cultural adaptation were carried out within the framework of cognitive laboratories. Three items were added to ensure the accuracy and completeness of the meaning in Russian. The final Russian version of the scale comprised 12 items, which were rated on a 6-point Likert scale. In the second stage, the questionnaire was validated using a sample of Russian speakers (n = 420; 78% female; ages 18-46, mean age 28.8 years, SD = 5.21). BASCALE's functioning was assessed using the Rasch Rating Scale Model (RSM). BA5 proved to be the most difficult item for respondents, while BA1 was the least difficult. All items remained within the acceptable range of fit statistics (0.61.4). The results demonstrated high internal consistency (α = 0.94; ω = 0.94). The Russian-language adaptation retained the one-factor structure, which was consistent with that of the original version. Significant correlations with measures of demonstrative and compulsive consumption, brand loyalty and extroversion did not exceed 0.80, thereby supporting both convergent and discriminant validity. These findings suggest that the Russian version of BASCALE can be used to measure brand addiction. Limitations of the study include the absence of adapted Russian-language equivalents of the instruments used to assess discriminant validity in the original research, and the fact that the sample was predominantly female (n = 329). Future research should aim to expand the sample size and further refine the instrument's psychometric properties.
Keywords
brand,
brand addiction,
brand commitment,
consumer behavior,
brand relationships,
psychometric adaptation,
Rasch model,
IRTAuthors
| Shapoval Olesia A. | Higher School of Economics | oashapoval@hse.ru |
Всего: 1
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