Congruence (Ideal Self with Brand)
CONThe degree to which a consumer believes that a brand is a symbol of the person he/she wants to be
4 items
2009
α .91
Free
Swaminathan, V. K., & Ahluwalia, R.
What it measures
A multiple-item Likert-type scale designed to measure the degree to which a consumer believes that a brand is a symbol of the person he/she wants to be.
Response format
7-point Likert scale
Scale items
- This brand makes a statement about what is important to me in life.
- This brand says a lot about the kind of person I would like to be.
- This brand makes me similar to people I aspire to be like.
- Neither the scale stem nor the response format used with these items was described by Swaminathan, Stilley, and Ahluwalia (2009).
Full scale items shown. Always cite the original source when using this scale in research.
Citation
Swaminathan, Vanitha, Karen M. Stilley, and Rohini Ahluwalia (2009), “When Brand Personality Matters: The Moderating Role of Attachment Styles,” Journal of Consumer Research, 35 (6), 985-1002.
Keywords
#brand#congruence