I feel good when I use the brand.
The brand makes me happy.
The brand gives me pleasure.
7pt (dis)agree scale
Source: Marzocchi, G., Morandin, G., & Bergami, M. (2013). Brand communities: loyal to the community or the brand?. European Journal of Marketing, 47(1/2), 93-114.
–Taken form Chaudhuria and Holbrook, 2001