Brand admiration (Park, McInnis and Eisingerich, 2016)
1. What is your feeling of admiration for the brand?
2. What is your feeling of awe for the brand?
From -2 to +2
Park, C. W., McInnis, D. J. & Eisingerich AB (2016), Brand admiration: Building a business people love, John Wiley & Sons.