Attachment to the Brand (Brand-Self Connection)

What it measures

A five-item scale measuring the cognitive and emotional connection between a consumer and a brand in terms of how much the brand is incorporated into the consumer's sense of self. Items assess the degree to which the brand is perceived as personally relevant, emotionally bonded, and part of one's identity and self-concept. Brand-self connection represents one of two theoretically distinct components of brand attachment — the other being brand prominence — and together they constitute the brand attachment construct developed by Park et al. (2010).

Representative items

• To what extent is [brand] part of you and who you are?
• To what extent do you feel emotionally bonded to [brand]?

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.