Measurement scales
| Construct | Scale items | References |
|---|---|---|
| Brand psychological ownership | I feel like this is my brand | Peck and Shu (2009) |
| I feel a very high degree of personal ownership of the brand | ||
| I feel like I own this brand | ||
| Power motivation | I seek an active role in the leadership of a group | Steers and Braunstein (1976) |
| I am trying to influence those around me to see things my way | ||
| I find myself organizing and directing the activities of others | ||
| I strive to gain more control over the events around me at work | ||
| I strive to be “In command” when I am working in a group | ||
| Identity centrality | I feel that identity is a part of my self-concept across various situations, and it is important to how others view me | Harmon-Kizer et al. (2013) |
| I feel that identity is part of my self-concept, but does not help define myself across various situations, nor does it matter how others view me | ||
| Brand preference | How much do you like the brand? How much are you interested in learning more about the brand? How much are your likelihood of buying the brand? | Galoni et al. (2020) |
| Scale items | References | |
|---|---|---|
| I feel like this is my brand | ||
| I seek an active role in the leadership of a group | ||
| I feel that identity is a part of my self-concept across various situations, and it is important to how others view me | ||
| How much do you like the brand? |
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