This scale measures how strongly a consumer identifies with a brand, feeling that it belongs to who they are and carries deep personal meaning. Bartsch, Zeugner-Roth, and Katsikeas (2022) used an established brand identification measure to help validate their consumer authenticity seeking (CAS) framework.
7-point scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was highly reliable (α = .97; Bartsch, Zeugner-Roth, and Katsikeas 2022, p. 306) among 766 U.S. MTurk respondents. It provided evidence of discriminant and nomological validity for the CAS dimensions (AVE = .85). Note: the items are reused verbatim from Stokburger-Sauer, Ratneshwar, and Sen's (2012) established consumer-brand identification measure; reliability here reflects the focal paper's own administration. Stokburger-Sauer, Nicola, S. Ratneshwar, and Sankar Sen (2012), "Drivers of Consumer-Brand Identification," International Journal of Research in Marketing, 29 (4), 406-418, is recorded here as the original source. Note: this is a distinct scale from other brand-identification measures already in this database (IDs 205, 1264). The blank should be filled with the focal brand name.
Bartsch, Fabian, Katharina Petra Zeugner-Roth, and Constantine Katsikeas (2022), "Consumer Authenticity Seeking: Conceptualization, Measurement, and Contingent Effects," Journal of the Academy of Marketing Science, 50 (2), 296-323.
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