Consumer Brand Identification Scale

What it measures

Measures the degree to which consumers define themselves, in part, by their relationship with a brand or company. Adapted from Mael & Ashforth's (1992) organisational identification measure, it captures the consumer's sense of oneness or belongingness with a brand. Central to consumer-brand relationship and brand community research.

Representative items

• When someone criticises this brand, it feels like a personal insult.
• I am very interested in what others think about this brand.
• When I talk about this brand, I usually say 'we' rather than 'they'.
• This brand's successes are my successes.
• When someone praises this brand, it feels like a personal compliment.

Citation

Bhattacharya, C.B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.