A multiple-item likert scale designed to measure the degree to which a person believes that there is a similarity between a brand's image and his/her own image.
Breivik, Einar and Helge Thorbjørnsen (2008), “Consumer Brand Relationships: An Investigation of Two Alternative Models,” Journal of the Academy of Marketing Science, 36 (4), 443-472.
Free access to 2023+ psychometric scales at PsychScales