Brand Attachment of the Reviewer

What it measures

A four-item scale measuring how much a reader of an online product review attributes brand attachment to the review's author — the degree to which the reviewer is perceived to feel personally connected to the brand, to have the brand incorporated into their identity, and to experience automatic, effortless thoughts and feelings toward it. Items contain blanks for the reviewer's name or pronoun. Adapted from the Park et al. (2010) brand attachment battery, this scale captures a third-person attribution of brand attachment rather than self-reported attachment.

Representative items

• To what extent do you feel that this brand is part of _____ and who _____ is?
• To what extent do you think _____'s thoughts and feelings toward this brand are automatic, coming to his or her mind seemingly on their own?

Citation

Zhang, Yanliu and Vanessa M. Patrick (2021). Feeling attached versus feeling loyal: The role of reviewer brand attachment on consumer responses to online reviews. Journal of Consumer Research, 48(1), 58–78.