Self-Brand Connection Scale

What it measures

Measures the degree to which a consumer has incorporated a brand into his or her self-concept. A high SBC indicates the brand is used as part of self-definition and narrative identity. Based on Escalas & Bettman's narrative self-referencing theory and widely used in luxury, lifestyle, and identity-relevant brand research.

Representative items

• This brand reflects who I am.
• I can identify with this brand.
• I feel a personal connection to this brand.
• This brand suits me well.
• This brand is an important part of who I am.

Citation

Escalas, J.E., & Bettman, J.R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13(3), 339–348.