Brand Community Identification
Marketing & SalesReliability: alpha 0.923 sample items
About this scale
A multi-item measure of consumer identification with a brand community — feelings of belonging, shared identity, and emotional connection.
Sample item(s)
“I feel a strong sense of belonging to this brand community”
“I am very emotionally attached to this brand community”
“I feel a deep connection with the people in this brand community”
Reliability
Reported internal consistency: alpha 0.92. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Foundational brand-community measure.
Source & citation
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005): The social influence of brand community: Evidence from European car clubs. Journal of Marketing, Vol. 69, No. 3, pp. 19–34.
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.
Use it in your research
Need to check the reliability or psychometrics of this scale in your own data? Use the free DrAIStudio research tools:
Cronbach’s alpha calculator
All statistical calculators
Search the full Scale Atlas
Academic writing humanizer