Abstract
The primary objective of this study was to develop a scale of brand psychological ownership that extends from theoretical perspectives of organizational psychological ownership. The procedures described in Hinkin (1998) were followed in the development of this scale. A survey was conducted, including a sample of 361 customer-service employees from franchise organizations in Taiwan. Three dimensions of brand psychological ownership were obtained after EFA and CFA, and these included brand self-efficacy, brand accountability and identification, and belongingness of the brand. The results represented a scale of brand psychological ownership with high reliability and validity. The implications of our findings, their limitations, and future studies are discussed.