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).
11-point scale (not at all / completely)
Full scale items shown. Always cite the original source when using this scale in research.
FILL-IN-THE-BLANK FORMAT: Brand name should replace the blank in each item. Two reliability estimates from Study 1: α = .94 (Apple iPod) and α = .95 (Quaker Oats oatmeal and unidentified university brand) — Park et al. (2010). Response scale uses 11 points with 'not at all' and 'completely' as anchors. No formal validity analysis reported; EFA on the original 10-item pool (Brand-Self Connection + Brand Prominence combined) showed clear two-factor structure. NOTE: This scale should be used alongside the companion Brand Prominence scale (ABPR) to capture the full brand attachment construct as conceptualised by Park et al. (2010). Using either subscale in isolation represents a partial assessment of brand attachment.
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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