A three-item unipolar scale measuring the intensity of passionate and intensely positive emotional feelings a consumer has toward a brand. Items are single emotion descriptors capturing captivation, delight, and passion — emotions that characterise a deep affective bond with a brand rather than a merely favourable attitude. Originally conceived as one of three dimensions of the emotional brand attachment construct, the passion subscale reflects the most intense affective connection a consumer can hold toward a brand.
Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
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