Self-brand connection

  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.