Identification à la marque



Consumer-brand identification

  • I feel a strong sense of belonging to this brand.
  • I identify strongly with this brand.
  • This brand embodies what I believe in.
  • This brand is like a part of me
  • This brand has a great deal of personal meaning for me

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

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International journal of research in marketing29(4), 406-418.

Brand-self congruity

  • This brand is consistent with how I see myself (Actual Self)
  • This brand is consistent with how I would like to see myself (Ideal self)
  • This brand is consistent with how I believe others see me (Social self)
  • This brand is consistent with how I would like others to see me (Ideal social self)

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

Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research38(4), 340-352.