Measures the strength of consumers' emotional bonds to brands across three hierarchical dimensions. Affection captures warm feelings toward the brand (affectionate, peaceful, fond). Connection captures a sense of bond or link between the self and the brand (connected, bonded, attached). Passion captures intense emotional longing and desire (passionate, delighted, captivated, loved). Based on Bowlby's (1969) adult attachment theory — the framework proposes that strong brand attachment, like strong interpersonal attachment, involves a felt bond between the self and the object. Emotional attachment goes beyond brand attitude and satisfaction to capture the relational bond — attachment predicts loyalty, resistance to competitive appeals, price premium payment, and willingness to forgive brand failures that would normally trigger switching.
Likert (1–7, not at all to extremely) — rate how well each word describes your feelings toward the brand
Affection — warm emotional feelings toward the brand (Likert 1–7, not at all to extremely)
Connection — sense of bonding and belonging
Passion — intense feelings and desire
Full scale items shown. Always cite the original source when using this scale in research.
Three subscale scores; total EBA = mean across all 10 items. Attachment is highest for brands associated with self-concept, identity, nostalgic memories, or life goals. EBA predicts stronger loyalty effects than brand attitude and satisfaction combined — particularly in discretionary and hedonic product categories. Distinguish from Brand Love (Batra et al., 2012) — attachment emphasises the bond and self-brand connection; love emphasises the emotional experience itself.
Thomson, M., MacInnis, D.J., & Park, C.W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
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