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.

Response format

11-point scale (not at all / completely)

Scale items

• To what extent are your thoughts and feelings toward [brand] often automatic, coming to mind seemingly on their own?
• To what extent do your thoughts and feelings toward [brand] come to your mind naturally and instantly?
• To what extent do your thoughts and feelings toward [brand] come to mind so naturally and instantly that they seem to arise on their own?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alpha = .94 across all three brand stimuli (Apple iPod, Quaker Oats oatmeal, unidentified university brand) — Park et al. (2010). Response scale uses 11 points with 'not at all' and 'completely' as anchors. Brand name should replace the blank in each item. No formal validity analysis reported; EFA on the combined 10-item attachment pool showed clean two-factor structure separating Brand-Self Connection (ABSC) from Brand Prominence. NOTE: This scale should ideally be used with the companion Brand-Self Connection subscale (ABSC) to capture full brand attachment as theorised by Park et al. (2010). Items are truncated in the original — the third item appears to be a continuation of item 2; researchers should obtain complete item wording from the published article.

Recommended companion scales

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.

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