Attachment to the Brand (Prominence)

What it measures

A three-item scale assessing the salience and automaticity of a consumer's thoughts and feelings toward a brand. Items capture the degree to which brand-relevant cognitions and emotions arise spontaneously and effortlessly in consciousness, reflecting the chronic accessibility of the brand in memory. Brand prominence — the tendency for brand-related thoughts and feelings to surface naturally and instantly — is theoretically distinct from brand-self connection and represents the second defining component of the brand attachment construct.

Representative items

• To what extent are your thoughts and feelings toward [brand] often automatic, coming to mind...?
• To what extent do your thoughts and feelings toward [brand] come to your mind naturally and instantly?

Citation

Park, C. Whan, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, and Dawn Iacobucci (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.