Brand Identification

What it measures

Six items assess the degree to which a consumer relates to a brand's image, feels it reflects their current life stage and aspirations, and experiences community belonging through brand use.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The __________ brand connects with the part of me that really makes me tick.
• The __________ brand fits well with my current stage of life.
• The __________ brand says a lot about the kind of person I would like to be.
• Using __________ lets me be a part of a shared community of like-minded individuals.
• I have become very knowledgeable about __________.
• The __________ brand makes a statement about what is important to me in my life.

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

Usage notes & scoring

Appears original to Aaker, Fournier, and Brasel (2004). Alphas .88–.91 across three time periods. Description states five items; six were extracted—verify item count against original article. Blanks should be replaced with the brand name.

Recommended companion scales

Citation

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.

Keywords