Three items measure how strongly a consumer identifies with a brand, feels connected to it, and sees it as representative of who they are. Dagogo-Jack and Forehand (2018) used the scale in Study 1 with 101 MTurk participants, creating it by drawing heavily on Escalas and Bettman's (2003) seven-item self-brand connections measure. The blank in each item should be filled with the brand name.
7-point (1=not at all, 7=very strongly)
Full scale items shown. Always cite the original source when using this scale in research.
Validity was not discussed. Companion scale from the same paper is Perceived Brand Model Improvement (ID 932).
Dagogo-Jack, S. W., & Forehand, M. R. (2018). Egocentric improvement evaluations: Change in the self as an anchor for brand improvement judgments. Journal of Marketing Research, 55(6), 934–950.
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