Social capital scale: Development and validation from the specific domain of consumer behavior, and consumer profiles.

Purpose: The aim of this study was to develop a Social Capital scale from the specific domain of consumer behavior, and to validate this scale in a nomological network of relationships, further testing the sample's social capital profiles. Methodology/approach: A quantitative approach was used, initially exploratory for the generation of a pool of items, followed by a confirmatory factorial analysis, and Structural equation modeling for the validation of the scale in a predictive model. Group heterogeneity was obtained through latent classes. Findings: The study identified a one-dimensional Social Capital scale, pioneered from the perspective of consumers, capable of predicting consumer responses in terms of Brand-self Congruence, Product Attitude, and Brand Purchase Intention. Different consumer profiles were also identified in terms of social capital. Theoretical/methodological contributions: This study advances by pioneering the development, validation, and predictive role of a Social Capital scale from the consumer behavior specific domain context, without adaptations, as in previous studies. The study also contributes methodologically by analyzing the heterogeneity of social capital among consumers. Practical contributions: The study allows managers and other practitioners to understand and measure the role of the benefits provided by network connections in marketing strategies. [ABSTRACT FROM AUTHOR]