Translation and validation of the German version of the Nursing Brand Image Scale (NBIS-P-G)

The global nursing shortage significantly impacts healthcare systems, making nursing’s public image crucial for workforce sustainability. Public perceptions influence career choice, professional identity, and retention. Germany lacks a validated instrument to assess these perceptions. The Nursing Brand Image Scale (NBIS), rooted in brand theory, assesses perceptions via functional and symbolic associations. This study aimed to translate and validate the NBIS for the German public (NBIS-P-G). An online quota sample representative of the German population (N = 950; aged 16–65) was surveyed. Translation followed established guidelines. Structural validity was assessed via exploratory (EFA; N = 420) and confirmatory factor analyses (CFA; N = 530). Convergent and discriminant validity, internal consistency, and concurrent validity (correlations with brand attitudes, occupational prestige, career recommendation, political solidarity) were examined. A four-factor solution emerged (Professional Competence and Expertise; Patient-Centered Care and Compassion; Leadership and Influence; Professional Identity Challenges), differing from the original seven-factor NBIS. CFA indicated acceptable fit for the four-factor structure (RMSEA = 0.045, SRMR = 0.054, CFI = 0.942). Internal consistency was strong (α, ω = 0.74–0.95). Convergent, discriminant, and concurrent validity were generally supported. The NBIS-P-G demonstrates sound psychometric properties and provides a basis for monitoring public perceptions and evaluating branding initiatives. Further refinement and measurement invariance studies are recommended.