Developing a Brand Talkativeness Scale

Abstract

The increasing opportunities provided by social media platforms for consumers to express their thoughts, opinions and beliefs about brands (Kozinets 2010; Walker Naylor et al. 2012; Zyl 2008) highlight the need for understanding why consumers engage in conversations about brands, or casually ‘talk’ about brands. Previous research on consumers’ use of brand names in everyday conversations focuses predominantly on either the acquisition of brand information prior to own purchase decisions or the dissemination of brand information to benefit other consumers’ decision-making (i.e. word-of-mouth/e-word-of-mouth) (e.g. Henning-Thurau et al. 2004).