A three-item scale measuring whether a customer perceives that an organisation recognises and affirms their capabilities in a specific identity role they associate with that organisation. Adapted from partner affirmation items developed in the close-relationships literature (Drigotas et al., 1999), the scale was redesigned for an organisational context in which customers may hold multiple simultaneous identity roles (e.g., shopper, parent, environmentalist). In the original research, participants completed the three items three times — once for each of their three most salient consumer identity roles with the focal organisation — and scores were aggregated via a multi-step weighting procedure to account for the relative strength of each identity. The parent study demonstrated that identity synergy (facilitation of multiple identities by an organisation) predicts organisational identification.
Fombelle, P.W., Jarvis, C.B., Ward, J., & Ostrom, L. (2012). Leveraging customers' multiple identities: Identity synergy as a driver of organisational identification. Journal of the Academy of Marketing Science, 40(4), 587-604.
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