Self-Brand Connection

Self-Brand Connection

This brand reflects who I am.
I can identify with this brand.
I feel a personal connection to this brand.
I (can) use this brand to communicate who I am to other people.
I consider this brand to be “me.”

7pt (dis)agree scale

Source: Rindfleisch, A., Burroughs, J. E., & Wong, N. (2009). The safety of objects: Materialism, existential insecurity, and brand connection. Journal of Consumer Research, 36(1), 1-16.


Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research32(3), 378-389