This scale assesses the warm, friendly, and peaceful feelings a person associates with a company or brand, reflecting one facet of emotional brand attachment. Wolter and colleagues (2022) used the measure in a study of relationship loyalty; the underlying instrument was originally developed as part of a broader, well-established framework of emotional attachment to brands.
7-point scale (assumed anchors: very poorly (1) to very well (7)); stem: "How well do the adjectives below describe your feelings toward [brand]?"
Full scale items shown. Always cite the original source when using this scale in research.
The scale showed strong reliability (α = .93; Wolter et al. 2022, p. 1067) and an average variance extracted of .82, based on a final sample of 323 MTurk participants. Wolter et al. (2022) did not separately discuss the scale's validity beyond its role in a PLS-SEM model. Note: this scale originates from a widely-used, seminal multi-dimensional emotional-attachment instrument rather than being newly created by the focal authors; it is included here because of its extensive use as a standalone affection measure and its well-documented psychometric history.
Wolter, Jeremy S., Dora E. Bock, Christopher D. Hopkins, and Michael Giebelhausen (2022), "Not the Relationship Type? Loyalty Propensity as a Reason to Maintain Marketing Relationships," Journal of the Academy of Marketing Science, 50 (5), 1052-1070.
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