Connexion du soi à la marque
Self-brand connection (SBC)
- My values match with this brand’s values and culture
- The values of this brand are consistent with how I see myself. ‘
- 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 psychology, 87(5), 875.