Constituent items of each measure scale
| Construct | Constituent items | |
|---|---|---|
| Self-brand integration (Batra et al., 2012) | Desired self-identity | 1. The brand makes you look like you want to look |
| 2. The brand makes you feel like you want to feel | ||
| 3. The brand helps you present yourself to others as the kind of person you want to be | ||
| Current self-identity | 1. The brand says something about who you are | |
| 2. When others seeing you using the brand get a sense of who you are | ||
| 3. The brand matches your personal identity | ||
| Life meaning | 1. The brand makes life meaningful | |
| 2. The brand makes life worth living | ||
| 3. The brand represents values that are important to you | ||
| Frequent thoughts | 1. I find myself thinking about the brand | |
| 2. I find myself thinking about wearing the brand | ||
| 3. I find the brand keeps popping into my head | ||
| Positive emotional connection (Batra et al., 2012) | Intuitive fit | 1. The brand meets needs perfectly |
| 2. The brand fits tastes perfectly | ||
| 3. The brand is what you have been looking for | ||
| Emotional attachment | 1. The brand is like an old friend | |
| 2. You feel emotionally connected to the brand | ||
| 3. You feel a bond with this brand | ||
| Positive affect | 1. The brand is fun | |
| 2. The brand is exciting | ||
| 3. The brand is pleasurable | ||
| Anticipated separation distress (Batra et al., 2012) | If the brand were to go out of existence I would feel anxiety | |
| If the brand were to go out of existence I would feel worry | ||
| If the brand were to go out of existence I would feel apprehension | ||
| If the brand were to go out of existence I would feel fear | ||
| Liking for anthropomorphized brand (Aggarwal and McGill, 2012) | The anthropormophized brand is a kind of person I like | |
| The anthropormophized brand is a kind of person I admire | ||
| The anthropormophized brand is a kind of person that fits with me | ||
| Construct | Constituent items | |
|---|---|---|
| Self-brand integration ( | Desired self-identity | 1. The brand makes you look like you want to look |
| 2. The brand makes you feel like you want to feel | ||
| 3. The brand helps you present yourself to others as the kind of person you want to be | ||
| Current self-identity | 1. The brand says something about who you are | |
| 2. When others seeing you using the brand get a sense of who you are | ||
| 3. The brand matches your personal identity | ||
| Life meaning | 1. The brand makes life meaningful | |
| 2. The brand makes life worth living | ||
| 3. The brand represents values that are important to you | ||
| Frequent thoughts | 1. I find myself thinking about the brand | |
| 2. I find myself thinking about wearing the brand | ||
| 3. I find the brand keeps popping into my head | ||
| Positive emotional connection ( | Intuitive fit | 1. The brand meets needs perfectly |
| 2. The brand fits tastes perfectly | ||
| 3. The brand is what you have been looking for | ||
| Emotional attachment | 1. The brand is like an old friend | |
| 2. You feel emotionally connected to the brand | ||
| 3. You feel a bond with this brand | ||
| Positive affect | 1. The brand is fun | |
| 2. The brand is exciting | ||
| 3. The brand is pleasurable | ||
| Anticipated separation distress ( | If the brand were to go out of existence I would feel anxiety | |
| If the brand were to go out of existence I would feel worry | ||
| If the brand were to go out of existence I would feel apprehension | ||
| If the brand were to go out of existence I would feel fear | ||
| Liking for anthropomorphized brand ( | The anthropormophized brand is a kind of person I like | |
| The anthropormophized brand is a kind of person I admire | ||
| The anthropormophized brand is a kind of person that fits with me | ||
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