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.
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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