This Brand Is Me: a Social Identity Based Measure of Brand Identification

Amy E. Tildesley, Enhance Management, Australia
Leonard V. Coote, University of Queensland, Australia
Brand identification describes the utility of brands in fulfilling consumers’ self-definitional needs. Past research has measured this construct using established scales of organizational identification. This paper conceptualizes brand identification as a distinct construct from that of organizational identification and develops a new scale for the measurement of identification in a consumer context. Three dimensions are advanced: self-brand connection, brand signaling and brand salience. The developed scale is shown to have greater validity and reliability than established scales. It is further demonstrated that brand identification is strongly related to attitudes such as brand preference and resilience to negative brand related information.
[ to cite ]:
Amy E. Tildesley and Leonard V. Coote (2009) ,"This Brand Is Me: a Social Identity Based Measure of Brand Identification", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 627-628.