A four-item likert scale designed to measure the degree to which a consumer views there being a strong association between him/herself and others who use a particular brand.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Report No. 01-107). Marketing Science Institute. Also published in: Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Prentice Hall.
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