Identification with the Company

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a person views a company as being associated with, if not part of, his/her personal identity.

Response format

9-point scale

Scale items

• I am somewhat associated with __________.
• I have a sense of connection with __________.
• I consider myself as belonging to the group of people who are in favor of __________.
• Customers of __________ are probably similar to me.
• Employees of __________ are probably similar to me.
• shares my values.
• Being a customer of __________ is part of my sense of who I am.
• Purchasing __________ __________ would help me express my identity.2
• The second blank of this item should be filled with the generic name for the product sold by the company, e.g., mutual funds.

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

Usage notes & scoring

Internal consistency (alpha = .92) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Einwiller, Sabine A., Alexander Fedorikhin, Allison R. Johnson, and Michael A. Kamins (2006), “Enough is Enough! When Identification No Longer Prevents Negative Corporate Associations,” Journal of the Academy of Marketing Science, 34 (2), 185-194.

Keywords