Measures the degree to which an individual perceives oneness with or belongingness to an organisation, treating the organisation's successes and failures as personal. Originally developed for alumni-university identification, the scale has become the most widely used measure of organisational identification and has been extensively adapted for brand identification, sports team identification, brand community identification, and consumer-company identification. Drawing on Social Identity Theory (Tajfel & Turner), identification produces in-group favouritism, defence of the target from criticism, and integration of the target's identity into one's own self-concept. In consumer research, brand and company identification predicts brand loyalty, advocacy, willingness to pay premiums, and resistance to competitive switching beyond what can be explained by satisfaction or attitude alone.
Likert (1–5 or 1–7, strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Score = mean. Higher = stronger identification. Freely adapted and widely reproduced across consumer, sport, and organisational research. In brand contexts, replace 'organisation' with 'brand' or 'company'. Brand identification is a more stable predictor of loyalty than satisfaction or attitude — identified consumers maintain brand loyalty through service failures and price increases. The 6-item scale has been validated across cultures with minimal adaptation.
Mael, F., & Ashforth, B.E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Occupational and Organizational Psychology, 65(2), 103–123.
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