Hi, I'm a doctoral student in marketing. In my current paper, I am adopting a scale from the psychology field. Since the statements are interpersonal, I need to adapt them to my purpose which is consumer-brand relationship. Therefore, in some statements, I need to change 'person' to 'brand'. For example, the initial statement ' I am unwilling to forgive this person' is changed to ' I am unwilling to forgive this brand'. And similarly, for another scale, I need to change the 'service provider' to 'brand', since the original study has been conducted in the service domain. Do you think these modifications are fine?
That seems fine, if all ethical requirements, such as permissions from the authors/scale/organization etc have been satisfied/approved. After all brands were created by persons. Llewellyn's answer above also applies, as to theoretical foundations, supervisor/university approval etc
In addition to theoretical relevance and transference into Marketing context, it would be imperative to rigorously (re)testing the reliability and validity of the adapted items.
By any chance, if you are looking for "brand/consumer forgiveness" scale, the following papers may be relevant -
Fetscherin, M. and Sampedro, A. (2019), "Brand forgiveness", Journal of Product & Brand Management, Vol. 28 No. 5, pp. 633-652. https://doi.org/10.1108/JPBM-04-2018-1845
Xie, Y. and Peng, S. (2009), “How to repair customer trust after negative publicity: the roles of competence, integrity, benevolence, and forgiveness”, Psychology and Marketing, Vol. 26No. 7, pp. 572-589.
Tsarenko, Y., & Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management, 31(17-18), 1851-1877.
Agree with @Llewellyn Ellardus van Zyl and other commentators. You need to do preparatory work before measuring the extent of attitudes towards/opinions of a brand or collection of brands. Look at the selection factors used by consumers. This would include establishing within the product category which characteristics and behaviors of brands are key in formulating or influencing consumer opinions. This initial study would indicate which attributes you should include in your study because they are important in creating the relationship and affiliation to a brand.
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