Brand Co-Experience Scale

What it measures

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.

Representative items

• 86 undergraduate students from the University of British Columbia (Study 1)

Citation

Dunn, L., & Hoegg, J. (2014). The impact of fear on emotional brand attachment. Journal of Consumer Research, 41(1), 152-168.