Brand – Social Promotion

Brand – Social Promotion

I try to convince my friends and acquaintances of the quality of the brand.
I often speak positively about the brand.
I show my happiness to those who decide to buy the brand.

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.

AND

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of marketing, 76-88.