Brand

Love Scales
Rick Bagozzi, Rajeev Batra, and Aaron Ahuvia
Working Paper, University of Michigan

September 29, 2013

Copies of this paper may be downloaded from www.brandlovecentral.com

This document contains a 26 item brand love scale, a 13 item short scale, a 6 item mini
scale, and the complete 56 item brand love measure used in Batra, Ahuvia and Bagozzi
(2013 JM). In most situations, the 26 item scale is the best option. It is more practical than
the 56 item measure, yet still has good measurement properties. Importantly, the 26 item
scale also allows researchers to pinpoint the strength of a brand on each separated
component of brand love, and uncover the important relationships between the subscales.
This document also contains various other scales of possible interest, see the table of
contents below.
Please cite the brand love scales in this document as
Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2013). Brand Love: Development of an Operational
Scale and Answers to Unaddressed Questions. Working paper. University of Michigan,
Ann Arbor, MI.

HIGHERORDERBRANDLOVEFACTORMODELS..........................................................................................1
CURRENTHIGHERORDERBRANDLOVEFACTORMODEL........................................................................1
OLDHIGHERORDERBRANDLOVEFACTORMODEL.................................................................................2
Brandlovescale,26items............................................................................................................................3
Brandloveshortscale,13items...................................................................................................................5
Brandloveminiscale,6items......................................................................................................................6
OriginalbrandlovescalefromJM(2012),56items.....................................................................................8
Passiondrivenbehaviors..........................................................................................................................8
Passionatedesiretouse.......................................................................................................................8
Willingnesstoexpendresources..........................................................................................................9
Thingsdoneinthepast.........................................................................................................................9
Selfbrandintegration.............................................................................................................................10
Desiredselfidentity............................................................................................................................10
Currentselfidentity............................................................................................................................10
Lifemeaning&intrinsicrewards........................................................................................................12
AttitudeStrength1:Frequentthoughts(randomizedquestionorder)..............................................13
Positiveemotionalconnection...............................................................................................................14
Intuitivefit(randomizedquestionorder)...........................................................................................14
Emotionalattachment........................................................................................................................14
Positiveaffect(randomizedquestionorder)......................................................................................15
Firstorderfactorswhichwerenotpartofsecondorderfactors...........................................................16
Longtermrelationship........................................................................................................................16
Anticipatedseparationdistress..........................................................................................................16
Attitudevalence(satisfaction)............................................................................................................17
Attitudestrength2(CertaintyandStrengthofEvaluations)..............................................................18

Othermeasuresusedinthestudy..............................................................................................................20
Functionalqualityofbrand.....................................................................................................................20
Loyalty/wordofmouth/resistance.........................................................................................................20
Brandtrust..............................................................................................................................................20
Secureattachmentstyle.........................................................................................................................21
Explicitstatementoflove.......................................................................................................................21

HIGHERORDER BRAND LOVE FACTOR MODELS

ThecurrentbrandlovefactormodelomitstheAttitudeStrength2factorthatwasincludedinthemodel
publishedinJM2013.Thischangewasmadeduetofindingfromsubsequentdatacollections.

CURRENT HIGHERORDER BRAND LOVE FACTOR MODEL

OLD HIGHERORDER BRAND LOVE FACTOR MODEL

PassionateDesiretoUse
PassionDrivenBehaviors

WillingnesstoInvestResources
ThingsDoneinPast(Involvement)

DesiredSelfidentity

SelfBrandIntegration

CurrentSelfidentity
LifeMeaning
AttitudeStrength1:
FrequentThoughts

Brand
Love

IntuitiveFit
PositiveEmotionalConnection
EmotionalAttachment

PositiveAffect

LongtermRelationship

AnticipatedSeparationDistress

OverallAttitudeValence
AttitudeStrength2:
Certainty/Confidence

More
Abstract

More
Concrete

Brand love scale, 26 items

Werecommendusingthe26itemscale(asopposedtooneoftheshorterscales)whenever
possible.Notonlydoesithavesuperiormeasurementproperties,butitallowsyoutolook
specificallyateachofthebrandlovecomponents.
Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with
moderatelyasamidpoint.
Factor

Items

Self-brand
integration
Current Self-Identity

To what extent do you feel that

1. wearing of American Eagle Outfitters says something true
and deep about whom you are as a person?
2. American Eagle Outfitters is an important part of how you see
yourself?

Desired self-identity

To what extent is American Eagle Outfitters able to

1. make you look like you want to look?
2. make you feel like you want to feel?

Life meaning and

intrinsic rewards

To what extent is American Eagle Outfitters able to

Attitude strength
(frequent thoughts)

To what extent do you

1. do something that makes your life more meaningful?

2. contribute something towards making your life worth living?

1. find yourself thinking about American Eagle Outfitters?

2. find that American Eagle Outfitters keeps popping into your
head?

Passion-Driven
Behaviors
Passionate desire to use

Using the products: To what extent do you feel yourself

1. desiring to wear American Eagle clothing?
2. longing to wear American Eagle clothing?

Things done in the past

(involvement)

To what extent have you

1. interacted with American Eagle Outfitters in the past?
2. been involved with American Eagle Outfitters in the past?
3

Willingness to invest
resources

To what extent
1. are you willing to spend a lot of MONEY improving and finetuning a product from American Eagle Outfitters after you buy
it?
2. are you willing to spend a lot of TIME improving and finetuning a product from American Eagle Outfitters after you buy
it?

Positive Emotional
Connection
Intuitive fit

Please express the extent to which

1. you feel there is a natural fit between you and American
Eagle Outfitters.
2. American Eagle Outfitters seems to fit your own tastes
perfectly.

Emotional attachment

Please express the extent to which

1. you feel emotionally connected to American Eagle Outfitters?
2. you feel you have a bond with American Eagle Outfitters?

Positive affect

To what extent do you feel that American Eagle Outfitters

1. is fun?
2. is exciting?

Long-term
relationship

Please express the extent to which you

Anticipated
separation distress

Suppose American Eagle Outfitters were to go out of existence, to

what extent would you feel

1. believe that you will be wearing American Eagle Outfitters for

a long time?
2. expect that American Eagle Outfitters will be part of your life
for a long time to come?

1. anxiety?
2. apprehension?

Attitude valence
(liking)

On the following scales, please express your overall feelings and

evaluations towards American Eagle Outfitters.
positive

negative
1

favorable

unfavorable
1

Brand love short scale, 13 items

Werecommendusingthe26itemscale(above)wheneverpossible.Notonlydoesithave
superiormeasurementproperties,butitallowsyoutolookspecificallyateachofthebrand
lovecomponents.Usingthis13itemscaleis,however,superiortotheminiscale(below)inthat
the13itemscaleincludesameasureofeverybrandlovecomponent.
Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with
moderatelyasamidpoint.
Factor

Items

Self-brand
integration
Current Self-Identity

To what extent do you feel that

1. wearing of American Eagle Outfitters says something true
and deep about whom you are as a person?

Desired self-identity

To what extent is American Eagle Outfitters able to

2. make you look like you want to look?

Life meaning and

intrinsic rewards

To what extent is American Eagle Outfitters able to

Attitude strength
(frequent thoughts)

To what extent do you

3. do something that makes your life more meaningful?

4. find yourself thinking about American Eagle Outfitters?

Passion-Driven
Behaviors
Passionate desire to use

Using the products: To what extent do you feel yourself

5. desiring to wear American Eagle clothing?

Things done in the past

(involvement)

To what extent have you

Willingness to invest
resources

To what extent

6. interacted with American Eagle Outfitters in the past?

7. are you willing to spend a lot of MONEY improving and fine5

tuning a product from American Eagle Outfitters after you buy

it?

Positive Emotional
Connection
Intuitive fit

Please express the extent to which

8. you feel there is a natural fit between you and American
Eagle Outfitters.

Emotional attachment

Please express the extent to which

9. you feel emotionally connected to American Eagle Outfitters?

Positive affect

To what extent do you feel that American Eagle Outfitters

10. is fun?

Long-term
relationship

Please express the extent to which you

Anticipated
separation distress

Suppose American Eagle Outfitters were to go out of existence, to

what extent would you feel

11. believe that you will be wearing American Eagle Outfitters for
a long time?

12. anxiety?

Attitude valence
(liking)

13. On the following scales, please express your overall feelings

and evaluations towards American Eagle Outfitters.
negative
positive
1

Brand love mini scale, 6 items

Werecommendusingthe26itemscale(above)wheneverpossible.Notonlydoesithave
superiormeasurementproperties,butitallowsyoutolookspecificallyateachofthebrand
lovecomponents.Usingthis6itemscaleis,however,acceptablewhenbrandloveisnota
constructofprimaryinterestinthestudy.
Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with
moderatelyasamidpoint.
Factor

Items

Self-brand

integration
Current Self-Identity

To what extent do you feel that

1. wearing of American Eagle Outfitters says something true
and deep about whom you are as a person?

Passion-Driven
Behaviors
Passionate desire to use

Using the products: To what extent do you feel yourself

2. desiring to wear American Eagle clothing?

Positive Emotional
Connection
Emotional attachment

Please express the extent to which

3. you feel emotionally connected to American Eagle Outfitters?

Long-term
relationship

Please express the extent to which you

Anticipated
separation distress

Suppose American Eagle Outfitters were to go out of existence, to

what extent would you feel

4. expect that American Eagle Outfitters will be part of your life

for a long time to come?

5. anxiety?

Attitude valence
(liking)

6. On the following scales, please express your overall feelings

and evaluations towards American Eagle Outfitters.
negative
positive
1

Original brand love scale from JM (2012), 56 items

ThismeasureissubstantivelythesameaswhatwasusedinBatra,R.,A.C.Ahuvia
andR.Bagozzi(2012)BrandLove,JournalofMarketing,76,116.However,
someofthenonsubstantivewordinghasbeenrevisedtomakeitfasterfor
respondentstoread.However,nowthatthe26itemmeasureisavailable(see
above),wedonotexpectthis56itemmeasuretobewidelyused.
Passiondriven behaviors
Passionate desire to use
Q8.1Usingtheproducts.Towhatextentdoyoufeelyourself

Notatall1
(1)

longingtowear(focalbrand)
clothing?(3)

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch7
(7)

Q8.2Shoppingthere.Towhatextentdoyoufeelyourself

Notatall1
(1)

longingtoshopat(focalbrand)?
(3)

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch7
(7)

Q19.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand):

Notatall1(1) 2(2)

3(3)

Moderately4(4)

5(5)

6(6) Verymuch7(7)

FeelingofWanting(1)

SenseofDesiring(2

LongingFor(3)

Willingness to expend resources

Q7.1Ofalltheappropriate/suitableoccasionsintherecentpastwhenyoucouldhaveused(focalbrand)
products,howoftenhaveyouactuallydoneso?

1Noneoftheappropriateoccasions(1)
3(2)
4(3)
5(4)
6(5)
7Alloftheappropriateoccasions(6)

Q7.2Towhatextent...

1Not
atAll
(1)

2
(2)

3
(3)

4Moderate
(4)

5
(5)

6
(6)

7Very
Much(7)

haveyouhavespentalotofTIMEwithproducts
from(focalbrand)makingitthemyourparticular
needs?(1)

areyouarewillingtospendalotofMONEY
improvingandfinetuningaproductfrom(focal
brand)afteryoubuyit?(2)

youarewillingtospendalotofTIMEimproving
andfinetuningproductsfrom(focalbrand)after
youbuyit?(3)

haveyouhaveinvestedalotoftime,energy,
and/ormoneyin(focalbrand)products?(4)

areyouwillingtospendalotoftimeshoppingin
ordertobuyproductsspecificallyfrom(focal
brand)?(5)

Things done in the past

Q9.1Towhatextenthaveyou

1NotatAll
(1)

2
(2)

3
(3)

donealotofthingswith(focalbrand)in
thepast?(1)
interactedwith(focalbrand)inthe
past?(2)

4Moderate
(4)

5
(5)

6
(6)

7VeryMuch
(7)

Selfbrand integration
Desired selfidentity
Q5.1Towhatextentis(focalbrand)isableto...

Notatall
1(1)

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

VeryMuch
7(7)

makeyoulooklikeyouwanttolook?(1)

makeyoufeellikeyouwanttofeel?(2)

helpyoupresentyourselftoothersasthe
kindofpersonyouwanttobe?(3)

Current selfidentity
Q4.1Towhatextentdoyoufeelthat...

Notat
all1(1)

2(2)

3(3)

Moderately
4(4)

5(5)

6(6)

Very
much7
(7)

wearingof(focalbrand)says
somethingtrueanddeep
aboutwhoyouareasa
person?(1)

whenotherpeopleseeyou
wearing(focalbrand)
products,theygetasenseof
thekindofpersonyouare?
(2

(focalbrand)isanimportant
partofhowyousee
yourself?(3)

Q4.2Pleaseindicatethedegreetowhichyourpersonalidentityorselfimagematchestheidentityof
(focalbrand)

1DoesNotMatchWellatAll(1)
2(2)
3(3)
4MatchesModeratelyWell(4)
5(5)
6(6)
7MatchesNearlyPerfectly(7)

Q4.3Inthefiguresbelow,thecircleontheleftrepresentsyourpersonalidentityandthefigureonthe
rightrepresentstheidentityof(focalbrand).Pleaseexpressyoursenseofthedegreeofoverlap

10

betweenyourpersonalidentityandtheidentityof(focalbrand)(Marktheimagethatbestcaptures
yoursituation.)

NoOverlap(1)
VerySmallOverlap(2)
SmallOverlap(3)
ModerateOverlap(4)
MuchOverlap(5)
NearCompleteOverlap(6)

Q4.4Thinkingaboutthedegreeofoverlapinyourmindbetweenyourownsenseofpersonalidentity,
andtheidentityof(focalbrand)...

howmuchaffectiondoyoufeel
toward(focalbrand)?

1NotatAll
(1)

2(2)

3(3)

4Moderate
(4)

5(5)

6(6)

7V
Muc

Q4.5ImagineforamomentOTHERTYPICALUSERSof(focalbrand).Thinkaboutthekindsofpeoplethey
tendtobe.Now,pleaseanswerthesequestions.

1NotatAll
(1)

2(2)

3(3)

4Moderate
(4)

5(5)

6(6)

Howimportantisittoyoutobe
oneofthepeoplewhoowns(focal
brand)products?(1)

Towhatextentisbeingsomeone
whouses(focalbrand)productsan
importantpartofyourself
identity?(2)

Towhatextentisbeingsomeone
whouses(focalbrand)productsa
rewardingpartofyourself
identity?(3)

11


Life meaning & intrinsic rewards
Q6.1Towhatextentis(focalbrand)ableto...

Notat
all1(1)

2
(2)

3
(3)

dosomethingthatmakesyourlifemore
meaningful?(1)

Moderately4
(4)

5
(5)

6
(6)

Very
much7(7)

contributesomethingtowardsmaking
yourlifeworthliving?(2)

helpyouexperiencethekindsof
feelingsthatyoudesire?(3)

contributesomethingtowardshelping
youfeelyourlifehaspurpose?(4)

Q6.2Towhatextentis(focalbrand)..

Notatall
1(1)

inherentlyimportanttoyou,notjusta
tooltoaccomplishagoal?

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch
7(7)

Q6.3Towhatextentisyourrelationshipwith(focalbrand)...

Notatall
1(1)

inherentlyimportanttoyou,notjustatool
toaccomplishafuturegoal?

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch
7(7)

Q6.6Towhatextentisthetime,effortandmoneyyouputintoyourinteractionswith(focalbrand)...

Notatall
1(1)

morethanjustaninvestmentforsome
futurebenefit?

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch
7(7)

12

Attitude Strength 1: Frequent thoughts (randomized question order)

Q16.1Towhatextentdoyou

1Notat
All(1)

2
(2)

3
(3)

4Moderate
(4)

5
(5)

6
(6)

7Very
Much(7)

findyourselfthinkingabout(focal
brand)?(1)

findyourselfthinkingaboutwearing
(focalbrand)clothing?(2)

findthat(focalbrand)keepspopping
intoyourhead?(3)

13

Q16.3Abouthowoftendoyou...

NotatAll
Strong1(1)

2
(2)

3
(3)

Moderately
Strong4(4)

5
(5)

6
(6)

Extremely
Strong7(7)

talktoothersabout
(focalbrand)?(1)

havethoughtsabout
(focalbrand)?(2)

Positive emotional connection

Intuitive fit (randomized question order)
Q10.1Howstrongareyourfeelingsoflikingtoward(focalbrand)?

1NotStrongatAll(1)
2(2)
3(3)
4ModeratelyStrong(4)
5(5)
6(6)
7VeryStrong(7)

Q10.2Pleaseexpresstheextenttowhich

1Notat
All(1)

2
(2)

3
(3)

4Moderate
(4)

5
(5)

6
(6)

7Very
Much(7)

youfeelpsychologicallycomfortablewearing
(focalbrand)?(1)

(focalbrand)seemstomeetyourownneeds
perfectly?(2)

youfeelthereisanaturalfitbetweenyou
and(focalbrand)?(3)

whenyoufirstencountered(focalbrand),you
feltyes,thisiswhatIvebeenlookingfor?(4)

(focalbrand)seemstofityourowntastes
perfectly?(5)

whenyoufirstencountered(focalbrand),it
justfeltrighttoyou?(6)

rightnow,(focalbrand)justfeelsrightto
you?(7)

Emotional attachment
Q11.1Pleaseexpresstheextenttowhich

14

Notatall
1(1)

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch
7(7)

youfeelemotionallyconnectedto
(focalbrand)?(1)

(focalbrand)feelslikeanoldfriend?
(2)

feelyouhaveabondwith(focal
brand)?(3)

Positive affect (randomized question order)

Q12.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand)?

Notatall1(1) 2(2) 3(3)

Moderately4(4)

5(5)

6(6)

Verymuch7(7)

Contented(1)

Relaxed(2)

Q12.2Towhatextentdoyoufeelthat(focalbrand)

Notatall1(1)

2(2)

3(3)

Moderately4(4)

5(5)

6(6) Verymuch7(7)

...isfun?(1)

...isexciting?(2)

ispleasantlycalming?(3)

helpsyourelax?(4)

Q12.3Howpleasurableistheexperienceof:

Notatall1
(1)

2
(2)

3
(3)

Moderately4
(4)

5
(5)

6
(6)

Verymuch7
(7)

...owningandwearing(focalbrand)
clothing?(1)

...shoppingat(focalbrand)?(2)

15

First order factors which were not part of second order factors
Long term relationship
Q13.1Pleaseexpresstheextenttowhichyou

Notat
all1(1)

2
(2)

3
(3)

believethatyouwillbewearing(focalbrand)
foralongtime?(1)

Moderately4
(4)

5
(5)

6
(6)

Verymuch
7(7)

expectthat(focalbrand)willbeapartof
yourlifeforalongtimetocome?(2)

feelasenseoflongtermcommitmentto
(focalbrand)?(3)

Anticipated separation distress

Q14.1Suppose(focalbrand)weretogooutofexistence,towhatextentwouldyoufeel:

1NotatAll(1) 2(2) 3(3)

4Moderate(4)

5(5)

6(6)

7VeryMuch(7)

Anxiety(1)

Apprehension(2)

Worry(3)

Fear(4)

16

Attitude valence (satisfaction)

Q15.1Thewordsatisfactionincludesmanythings.Considerallyourexperiencestodatewith(focal
brand),howsatisfiedareyou?

1VeryDissatisfied
(1)

How
satisfied?

2
(2)

3
(3)

4
(4)

5
(5)

6
(6)

7
(7)

8
(8)

9
(9)

10VerySatisfied
(10)

Q15.2Consideringalloftheexpectationsthatyouhavewhenyoupurchaseclothing,towhatextenthas
(focalbrand)fallenshortofyourexpectationsorexceededyourexpectations?

1FallenShortofExpectations(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
8(8)
9(9)
10ExceededMyExpectations(10)

17

Q15.3Forgetabout(focalbrand)foramoment,andimagineanidealproductofthesametype.How
welldoyouthink(focalbrand)compareswiththatidealproduct?

1NotVeryClosetoIdeal(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
8(8)
9(9)
10VeryClosetoIdeal(10)

Q15.4Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand)?

Liking

Notatall1(1) 2(2) 3(3) Moderately4(4)

5(5)

6(6)

Verymuch7(7)

Q15.5Onthefollowingscales,pleaseexpressyouroverallfeelingsandevaluationstowards(focal
brand)Outiftters:

1(1) 2(2) 3(3)

4(4)

5(5)

6(6)

7(7)

Dislike:Like(1)

Bad:Good(2)

Negative:Positive(3)

Unfavorable:Favorable(4)

Attitude strength 2 (Certainty and Strength of Evaluations)

[Note.TheoriginalattitudestrengthmeasurewastakenfromKrosnick,JonA.,DavidS.Boninger,YaoC.
Chuang,MatthewK.Berent,andCatherineG.Carnot(1993),AttitudeStrength:OneConstructorMany
RelatedConstructs?JournalofPersonalityandSocialPsychology,65(6),113251.Inouranalysis,this
constructwasrevealedtocontaintwofactors.Thefirstfactor(AttitudeStrength1)becamepartofself
brandintegration.AttitudeStrength2isbelow.However,AttitudeStrength2hasnotworkedwellin
subsequentresearch,andislikelytobedroppedfromthebrandlovemodel.]
Q17.2HowCERTAINareyouoftheseoverallfeelingsandevaluationsyoujustgaveabove?

1(1)

NotCertainatAll:ExtremelyCertain(1)

2(2)

3(3)

4(4)

5(5)

6(6)

7(7)

18


Q17.3HowmuchCONFIDENCEdoyouhaveintheseoverallfeelingsandevaluationsyoujustgave
above?

NotConfidentatAll:ExtremelyConfident(1)

1(1)

2(2)

3(3)

4(4)

5(5)

6(6) 7(7)

Q17.4HowSTRONGLYdoyouholdtheseoverallfeelingsandevaluationsyoujustgaveabove?

1(1)

NotStronglyAtAll:ExtremelyStrongly(1)

2(2)

3(3)

4(4)

5(5)

6(6)

7(7)

Q17.5HowINTENSEaretheseoverallfeelingsandevaluationsyoujustgaveabove?

1(1)

NotIntenseAtAll:ExtremelyIntense(1)

2(2)

3(3)

4(4)

5(5)

6(6)

7(7)

Q17.6Howeasilyorquicklydotheseoverallevaluationsorfeelingscometomindwhenyouthink
about(focalbrand)?

1(1)

NotQuicklyAtAll:ExtremelyQuickly(1)

2(2)

3(3)

4(4)

5(5)

6(6)

7(7)

Q17.7Wouldyousaythatthatyourfeelingsabout(focalbrand)areSTRONGLYononesideorthe
other,ORwouldyousayyourfeelingsaremixedandconflicted?

1(1)

2(2)

3(3)

4(4) 5(5) 6(6)

7(7)

StronglyonOneSideorTheOther:MixedandConflicted(1)

19

Other measures used in the study

Functional quality of brand
I believe American Eagle products
1. Have functional quality.
2. Are practical.
3. Are well made.
7-point not at all to very much, with moderately as a mid-point.

Loyalty/word of mouth/resistance
1. How would you describe your loyalty toward American Eagle?
7-point very weak to very strong

2. If you were shopping again for this kind of product/service, would you
7-point definitely not buy American Eagle Outfitters again to definitely would buy American
Eagle Outfitters again.
3. If you heard something bad about American Eagle Outfitters, to what extent would you
question those statements, in your own mind?
7-point not at all to very much.

4. How often have you found yourself saying positive things about American Eagle, to other
people?
7-point never to very often.

Brand trust
Please express below, for each question asked about American Eagle Outfitters, the extent to
which the statements apply

1.
2.
3.
4.
5.

I trust American Eagle Outfitters.

American Eagle Outfitters meets my expectations.
I feel confidence in American Eagle Outfitters.
American Eagle Outfitters is a brand name that never disappoints me.
The American Eagle Outfitters brand name guarantees satisfaction.
20

6. If I had a complaint related to American Eagle Outfitters or one of their products, they
would be honest and sincere in addressing my concerns.
7. If I had a problem related to American Eagle Outfitters or one of their products, I could
rely on them to solve it.
8. American Eagle Outfitters would make every effort to satisfy me.
9. If I had a problem related to American Eagle Outfitters or one of their products which
could not readily be resolved, they would compensate me in some way for the problem.
5-point completely disagree to completely agree scale.

Secure attachment style

Please express below for each question asked, how you feel it describes you.

1.
2.
3.
4.
5.

I often discuss my problems and concerns with others.

I turn to others in times of need.
I seek out others for comfort and reassurance.
I enjoy giving support to others.
Others seek me out for support and comfort in times of need.

7-point does not describe me at all to describes me very, very well scale, with describes me
moderately well as a mid-point.

Explicit statement of love

Q20.1Overall,howmuchdoyou"love"(focalbrand)?)

1NotatAll(1)
2(2)
3(3)
3(4)
4(5)
5(6)
6(7)
7(8)
8(9)
9(10)
10VeryMuch(11)

21