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Brand Attachment (Park, MacInnis, Priester, Eisingerich & Iacobucci)
Marketing & SalesReliability: alpha 0.932 sample items
About this scale
A 10-item measure of brand attachment along two dimensions: brand–self connection and prominence. Operationalizes the strength of the cognitive-emotional bond between consumer and brand.
Sample item(s)
“To what extent is the brand part of you and who you are? (brand–self)”
“To what extent do your thoughts and feelings toward the brand come to mind automatically? (prominence)”
Reliability
Reported internal consistency: alpha 0.93. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Distinct from brand love; treated as a stronger long-term bond.
Source & citation
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010): Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, Vol. 74, No. 6, pp. 1–17.
Park et al. (2010): Brand attachment and brand attitude strength. JM, 74(6), 1–17.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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