Connexion à la marque



Brand inclusion in the self (Escalas, 2004)

1. This brand reflects who I am,
2. I can identify with this brand,
3. I use this brand to communicate who I am to others people,
4. This brand suits me well

7 points scale: 1 = totally disagree, 7 = totally agree

Edson Escalas, J. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1-2), 168–180.

Brand attachment (Thomson, MacInnis and Park, 2005)

1. I feel personally connected to this brand,
2. I feel close to this brand,
3. My feelings towards this brand come to my mind naturally,
4. This brand is important for me

7 points scale: 1 = totally disagree, 7 = totally agree

Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91.

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.

Self-brand connection (SBC)

  1. My values match with this brand’s values and culture
  2. The values of this brand are consistent with how I see myself. ‘
  3. This brand’s values and culture provide a good fit for the things I valued in my life

7 points scale: 1 = totally disagree, 7 = totally agree

Cable, D. M., & DeRue, D. S. (2002). The convergent and discriminant validity of subjective fit perceptions. Journal of applied psychology87(5), 875.