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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I identify with this brand strongly.
• I have a strong sense of belonging to this brand.
• This brand is an important part of who I am.
• My image overlaps greatly with this brand's image.
• I feel a personal connection with this brand.
• Being a customer of this brand is an important part of my identity.

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

Usage notes & scoring

Score = mean of all items. Higher scores = stronger consumer-brand identification. Widely used in research on brand communities, luxury brands, sports teams, and cause-related marketing. Strong predictor of brand loyalty, advocacy, and resilience to negative information.

Recommended companion scales

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.

Keywords