Measures a consumer's perception that a brand is actively trying to establish closeness and intimacy with them — initiating and building a relationship rather than merely transacting. Used as a manipulation check in a second pretest (n = 101) for Study 1 on anthropomorphised brands and social crowding. Drawn conceptually from Burgoon and Hale (1984, 1987) measures of relational communication. The successful manipulation check provides limited evidence of predictive validity.
Puzakova, M., & Kwak, H. (2017). Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences. Journal of Marketing, 81(6), 99–115.
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