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Brand Community Identification

BCIDDegree to which a person identifies as a member of a brand community
5 items 2005 α 0.92 Free Algesheimer, R., Dholakia, U. M., & Herrmann, A.

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.

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.

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