Brand Affect

Brand Affect

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 Marketing47(1/2), 93-114.

–Taken form Chaudhuria and Holbrook, 2001