Four items capture the extent to which a consumer perceives a brand as having been a co-participant in an experience they had -- going through the experience together, being present during it, and accompanying the consumer in a way that creates a sense of shared situational bond. The scale is grounded in brand anthropomorphism and was developed to investigate how incidental emotional arousal (specifically fear) fosters emotional attachment to a brand through a sense of companionship.
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The items anthropomorphise the brand, attributing to it the capacity for shared experience and co-presence. If participants would find the phrase 'the brand' abstract or unclear in context, brand name substitution is explicitly noted by the authors as acceptable. No formal validity analysis was reported. The scale was developed specifically to test a mechanism whereby fear activates affiliation needs that are displaced onto an available brand; as such, it may be most sensitive in high-arousal experimental contexts and its properties in low-arousal naturalistic survey settings are untested.
Dunn, L., & Hoegg, J. (2014). The impact of fear on emotional brand attachment. Journal of Consumer Research, 41(1), 152-168.
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