Table AI. Construct items Constructs...

Table AI.

Construct items

Constructs	Scale items	Sources
Aesthetic benefit	[Brand name]’s logo is aesthetically (visually) pleasing to me [Brand name]’s logo provides aesthetic pleasure to me	Park et al. (2013)
Functional benefit	[Brand name]’s logo represents the functional benefits I can expect from the brand [Brand name]’s logo ensures me that the brand assists me in handling my daily life competently
Symbolic benefit	[Brand name]’s logo makes me think that [brand name] expresses who I am as a person [Brand name]’s logo makes me think that [brand name] makes my life richer and more meaningful
Sensory experience	This brand makes a strong impression on my visual sense or other senses I find this brand interesting in a sensory way This brand does not appeal to my senses	Brakus et al. (2009)
Emotional attachment	My feelings toward the brand can be characterized by affection My feelings toward the brand can be characterized by passion My feelings toward the brand can be characterized by connection	Malär et al. (2011)
Commitment	I feel loyal towards [brand name] Even if [brand name] would be more difficult to buy, I would still keep buying it I am willing to go the extra mile to remain a customer of [brand name]	Park et al. (2013)

Constructs	Scale items	Sources
Aesthetic benefit	[Brand name]’s logo is aesthetically (visually) pleasing to me[Brand name]’s logo provides aesthetic pleasure to me	Park et al. (2013)
Functional benefit	[Brand name]’s logo represents the functional benefits I can expect from the brand[Brand name]’s logo ensures me that the brand assists me in handling my daily life competently
Symbolic benefit	[Brand name]’s logo makes me think that [brand name] expresses who I am as a person[Brand name]’s logo makes me think that [brand name] makes my life richer and more meaningful
Sensory experience	This brand makes a strong impression on my visual sense or other sensesI find this brand interesting in a sensory wayThis brand does not appeal to my senses	Brakus et al. (2009)
Emotional attachment	My feelings toward the brand can be characterized by affectionMy feelings toward the brand can be characterized by passionMy feelings toward the brand can be characterized by connection	Malär et al. (2011)
Commitment	I feel loyal towards [brand name]Even if [brand name] would be more difficult to buy, I would still keep buying itI am willing to go the extra mile to remain a customer of [brand name]	Park et al. (2013)