Three items tap how emotionally bonded and connected a consumer feels toward a specific brand, drawing on the idea that strong brand attachment involves feelings of friendship and deep personal connection. Huang, Huang, and Wyer (2018) created the scale for use across multiple studies, drawing conceptually on Batra, Ahuvia, and Bagozzi's (2012) work on brand love. The scale was used in Studies 3, 6, and 9.
Huang, X., Huang, Z., & Wyer, R. S. (2018). The influence of social crowding on brand attachment. Journal of Consumer Research, 44(5), 1068–1084.
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