self-concept – ideal & actual

Ideal self-concept connection

This brand makes a statement about what is important to me in life.

 Actual self-concept connection

This brand’s image and my self image are similar in a lot of ways.

7pt (dis)agree scale

Source: Swaminathan, V., Stilley, K. M., & Ahluwalia, R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(6), 985-1002