Brand Attachment Scale

What it measures

Measures brand attachment — the strength of the cognitive and emotional bond connecting the brand with the self. Brand-Self Connection captures the degree to which the brand is linked to and part of the consumer's self-concept; Brand Prominence captures the ease with which brand-related thoughts come to mind. Brand attachment is a stronger predictor of investment behaviours (paying premiums, resistance to negative information, advocacy) than brand attitude alone.

Representative items

• To what extent is [brand] part of you and who you are? (Self-Connection)
• To what extent does [brand] represent an extension of yourself? (Self-Connection)
• To what extent does [brand] reflect who you are? (Self-Connection)
• How often do thoughts and feelings about [brand] come to mind naturally? (Prominence)
• To what extent does [brand] come to your mind naturally and instantly? (Prominence)

Citation

Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.