Customer-Brand Identification (Stokburger-Sauer)
Marketing & SalesReliability: alpha 0.923 sample items
About this scale
A 10-item measure of consumer identification with a brand — perceived oneness with the brand and brand prestige. Stronger predictor of advocacy than brand attachment.
Sample item(s)
“I feel a strong sense of belonging to this brand”
“I would be proud to be a customer of this brand”
“I have a lot in common with this brand”
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
Free for academic use.
Source & citation
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012): Drivers of consumer–brand identification. International Journal of Research in Marketing, Vol. 29, No. 4, pp. 406–418.
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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