Brand as Personal Identity Symbol

Name: Brand as Personal Identity Symbol
Creator: Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C.
Published: 2022
License: https://psychometricscales.com/methodology.html

Perceived Brand Symbolism Connecting the Consumer to Their True Self

4 items 2022 α 0.94 Free Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C.

What it measures

This scale measures how much a consumer believes a brand carries symbolic meaning that connects them to their real self and important values. Bartsch, Zeugner-Roth, and Katsikeas (2022) used the symbolism dimension of an established brand authenticity measure to help validate their consumer authenticity seeking (CAS) framework.

Representative items

a brand that adds meaning to people's lives.
a brand that connects people with their real selves.

Citation

Bartsch, Fabian, Katharina Petra Zeugner-Roth, and Constantine Katsikeas (2022), "Consumer Authenticity Seeking: Conceptualization, Measurement, and Contingent Effects," Journal of the Academy of Marketing Science, 50 (2), 296-323.

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