Congruence (Self with Brand)

What it measures

A multiple-item likert scale designed to measure the degree to which a consumer views there being a similarity and connection between him/her self-image and that of a particular brand.

Response format

7-point Likert scale

Scale items

• This brand reflects who I am.
• I can identify with this brand.
• I feel a personal connection to this brand.
• I use this brand to communicate who I am to other people.
• I think this brand help me become the type of person I want to be.
• I consider this brand to be “me” (it reflects who I consider myself to be or the way that I want to present
• This brand suits me well.

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Escalas, Jennifer Edson and James R. Bettman (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands,” Journal of Consumer Psychology, 13 (3), 339–348.

Keywords