Consumers' Online Brand-Related Activities
Consumers' Online Brand-Related Activities — A behavioral typology and measurement framework classifying consumer online activities toward brands into three levels: consuming, contributing, and creating brand-related content.
What it measures
A behavioral typology and measurement framework classifying consumer online activities toward brands into three levels: consuming, contributing, and creating brand-related content.
Scale items
The item wording is under the publisher's copyright, so we do not reproduce it here. You can find the full items in the original article (see the DOI below). In Explonia, signed-in users get this scale complete in the built-in library and can add it to their own study — no need to find the items yourself. For use in your own research; please cite the original source.
Source and citation
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising. https://doi.org/10.2501/IJA-30-1-013-046
Reference table
| Property | Detail |
|---|---|
| Construct | Consumers' Online Brand-Related Activities |
| Number of items | 8 |
| Response format | Likert-like |
| Journal | International Journal of Advertising (2011) |
| DOI | 10.2501/IJA-30-1-013-046 |
How to cite this page
If this page helped your research, you can cite it (APA 7):
Szymkowiak, A. (2026). Consumers' Online Brand-Related Activities — validated scale (2011). Explonia. https://explonia.com/scales/consumers-online-brand-related-activities/
Last updated: August 2026
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