Identification with the Company

What it measures

A five-item likert scale designed to measure a customer's level of attachment to a business, this scale uses five, seven-point likert-type items.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I strongly identify with this __________.
• I feel good to be a customer of this __________.
• I like to tell that I am a customer of this __________.
• This __________ fits well to me.
• I feel attached to this __________.
• The generic name of the business should be placed in the blanks, e.g., travel agency.

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

Usage notes & scoring

Internal consistency (alpha = .88) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Homburg, Christian, Jan Wieseke, and Wayne D. Hoyer (2009), "Social Identity and the Service-Profit Chain," Journal of Marketing, 73 (March), 38–54.

Keywords