Brand Separation Distress

Brand Separation Distress

Instructions

Thinking about your favorite activity, answer the following questions using any number from 1 to 7.

1 indicates not at all. 7 indicates to a great extent. You may use any number, including 1 and 7.

* To what extent would you be distressed if your focal brand was discontinued?
* To what extent is it difficult to image life without your focal brand?

Source: Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing74(6), 1-17.