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.
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.
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