Brand – Product Involvement

Brand – Product Involvement

Because of my personal attitudes, I feel that this brand is a brand that ought to be important to me.
Because of my personal values, I feel that this brand is a brand that ought to be important to me.
The brand is important to me personally.
Compared to other brands, this brand is important to me.
I’m interested in the brand.

7pt (dis)agree scale

Source: Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: the relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52.