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.
Semantic differential (7-point bipolar scale)
Affection — warm emotional feelings toward the brand (Likert 1–7, not at all to extremely)
Passion — intense emotional feelings toward the brand
Connection — sense of bonding and belonging with the brand
Full scale items shown. Always cite the original source when using this scale in research.
Two subscale scores. Score = mean per dimension. Brand Attachment predicts willingness to pay a premium, resistance to competitive attacks, and active advocacy beyond what brand attitude alone predicts. Widely used in luxury, lifestyle, and identity-expressive brand research. Stronger than attitudinal measures for predicting volitional, investment-type behaviours.
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.
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