Captures the emotional dimension of a customer's identification with a company — specifically, the extent to which the association elicits positive feelings such as pride and happiness. Derived from Johnson, Morgeson, and Hekman's (2012) distinction between cognitive and affective identification. Two discriminant validity tests confirmed that the affective and cognitive identification scales measure distinct constructs, with AVE = .79. Validated on a broad MTurk sample of 628 U.S. adults. A companion cognitive identification scale is available.
Wolter, J.S., & Cronin, J.J. (2016). Re-conceptualizing cognitive and affective customer–company identification: The role of self-motives and different customer-based outcomes. Journal of the Academy of Marketing Science, 44(3), 397–413.
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