Brand Community Identification

What it measures

Five items assess the strength of a person's self-categorisation as a member of a community organised around a shared brand, including attachment, shared purpose, and belonging.

Response format

10-point Likert (1=strongly disagree, 10=strongly agree)

Scale items

• I am very attached to the community.
• Other brand community members and I share the same objectives.
• The friendships I have with other brand community members mean a lot to me.
• If brand community members planned something, I'd think of it as something "we" would do together. [item may be truncated]
• I see myself as a part of the brand community.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Developed by Algesheimer, Dholakia, and Herrmann (2005) based on Mael and Ashforth (1992). Composite reliability .92. Cronbach's alpha not separately reported. Item 4 appears truncated—verify against original article. Reliability reported as composite reliability (CR/ω) rather than Cronbach's α; the value entered in the alpha field reflects CR. CR and omega are computed from the same formula using CFA factor loadings and are treated as equivalent here.

Recommended companion scales

Citation

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.

Keywords