- 1. 1 BrandLoveScales RickBagozzi,RajeevBatra,andAaronAhuvia
WorkingPaper,UniversityofMichigan September29,2013
Copiesofthispapermaybedownloadedfromwww.brandlovecentral.com
Thisdocumentcontainsa26itembrandlovescale,a13itemshortscale,a6itemmini
scale,andthecomplete56itembrandlovemeasureusedinBatra,AhuviaandBagozzi
(2013JM).Inmostsituations,the26itemscaleisthebestoption.Itismorepracticalthan
the56itemmeasure,yetstillhasgoodmeasurementproperties.Importantly,the26item
scalealsoallowsresearcherstopinpointthestrengthofabrandoneachseparated
componentofbrandlove,anduncovertheimportantrelationshipsbetweenthesubscales.
Thisdocumentalsocontainsvariousotherscalesofpossibleinterest,seethetableof
contentsbelow. Pleasecitethebrandlovescalesinthisdocumentas
Bagozzi,R.P.,Batra,R.,&Ahuvia,A.C.(2013).BrandLove:DevelopmentofanOperational
ScaleandAnswerstoUnaddressedQuestions.Workingpaper.UniversityofMichigan,
AnnArbor,MI.
2. 2
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
3. 3
Othermeasuresusedinthestudy..............................................................................................................20
Functionalqualityofbrand.....................................................................................................................20
Loyalty/wordofmouth/resistance.........................................................................................................20
Brandtrust..............................................................................................................................................20
Secureattachmentstyle.........................................................................................................................21
Explicitstatementoflove.......................................................................................................................21
4. HIGHERORDERBRANDLOVEFACTORMODELS
ThecurrentbrandlovefactormodelomitstheAttitudeStrength2factorthatwasincludedinthemodel
publishedinJM2013.Thischangewasmadeduetofindingfromsubsequentdatacollections.
CURRENTHIGHERORDERBRANDLOVEFACTORMODEL 5. 2
OLDHIGHERORDERBRANDLOVEFACTORMODEL Brand Love
PassionDrivenBehaviors WillingnesstoInvestResources
PassionateDesiretoUse ThingsDoneinPast(Involvement)
SelfBrandIntegration LifeMeaning DesiredSelfidentity
CurrentSelfidentity AttitudeStrength1: FrequentThoughts
PositiveEmotionalConnection IntuitiveFit EmotionalAttachment
PositiveAffect LongtermRelationship AnticipatedSeparationDistress
OverallAttitudeValence AttitudeStrength2: Certainty/Confidence More
Abstract More Concrete 6. 3 Brandlovescale,26items
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 1. do something that makes your life more meaningful? 2.
contribute something towards making your life worth living?
Attitude strength (frequent thoughts) To what extent do you 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? 7. 4
Willingness to invest resources To what extent 1. are you willing
to spend a lot of MONEY improving and fine- tuning a product from
American Eagle Outfitters after you buy it? 2. are you willing to
spend a lot of TIME improving and fine- tuning 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 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? Anticipated separation distress Suppose
American Eagle Outfitters were to go out of existence, to what
extent would you feel 1. anxiety? 2. apprehension? Attitude valence
(liking) On the following scales, please express your overall
feelings and evaluations towards American Eagle Outfitters.
negative positive 1 2 3 4 5 6 7 8. 5 unfavorable favorable 1 2 3 4
5 6 7 Brandloveshortscale,13items
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 3. do something that makes your life more
meaningful? Attitude strength (frequent thoughts) To what extent do
you 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 6. interacted with American Eagle Outfitters
in the past? Willingness to invest resources To what extent 7. are
you willing to spend a lot of MONEY improving and fine- 9. 6 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 11. believe that you will be
wearing American Eagle Outfitters for a long time? Anticipated
separation distress Suppose American Eagle Outfitters were to go
out of existence, to what extent would you feel 12. anxiety?
Attitude valence (liking) 13. On the following scales, please
express your overall feelings and evaluations towards American
Eagle Outfitters. negative positive 1 2 3 4 5 6 7
Brandloveminiscale,6items
Werecommendusingthe26itemscale(above)wheneverpossible.Notonlydoesithave
superiormeasurementproperties,butitallowsyoutolookspecificallyateachofthebrand
lovecomponents.Usingthis6itemscaleis,however,acceptablewhenbrandloveisnota
constructofprimaryinterestinthestudy.
Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with
moderatelyasamidpoint. Factor Items Self-brand 10. 7 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 4.
expect that American Eagle Outfitters will be part of your life for
a long time to come? Anticipated separation distress Suppose
American Eagle Outfitters were to go out of existence, to what
extent would you feel 5. anxiety? Attitude valence (liking) 6. On
the following scales, please express your overall feelings and
evaluations towards American Eagle Outfitters. negative positive 1
2 3 4 5 6 7 11. 8 OriginalbrandlovescalefromJM(2012),56items
ThismeasureissubstantivelythesameaswhatwasusedinBatra,R.,A.C.Ahuvia
andR.Bagozzi(2012)BrandLove,JournalofMarketing,76,116.However,
someofthenonsubstantivewordinghasbeenrevisedtomakeitfasterfor
respondentstoread.However,nowthatthe26itemmeasureisavailable(see
above),wedonotexpectthis56itemmeasuretobewidelyused.
Passiondrivenbehaviors Passionatedesiretouse
Q8.1Usingtheproducts.Towhatextentdoyoufeelyourself Notatall1 (1) 2
(2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch7 (7)
longingtowear(focalbrand) clothing?(3)
Q8.2Shoppingthere.Towhatextentdoyoufeelyourself Notatall1 (1) 2 (2)
3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch7 (7)
longingtoshopat(focalbrand)? (3)
Q19.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand):
Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7)
FeelingofWanting(1) SenseofDesiring(2 LongingFor(3) 12. 9
Willingnesstoexpendresources
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)
Thingsdoneinthepast Q9.1Towhatextenthaveyou 1NotatAll (1) 2 (2) 3
(3) 4Moderate (4) 5 (5) 6 (6) 7VeryMuch (7)
donealotofthingswith(focalbrand)in thepast?(1)
interactedwith(focalbrand)inthe past?(2) 13. 10
Selfbrandintegration Desiredselfidentity
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)
Currentselfidentity 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
14. 11
betweenyourpersonalidentityandtheidentityof(focalbrand)(Marktheimagethatbestcaptures
yoursituation.) NoOverlap(1) VerySmallOverlap(2) SmallOverlap(3)
ModerateOverlap(4) MuchOverlap(5) NearCompleteOverlap(6)
Q4.4Thinkingaboutthedegreeofoverlapinyourmindbetweenyourownsenseofpersonalidentity,
andtheidentityof(focalbrand)... 1NotatAll (1) 2(2) 3(3) 4Moderate
(4) 5(5) 6(6) 7V Muc howmuchaffectiondoyoufeel toward(focalbrand)?
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)
15. 12 Lifemeaning&intrinsicrewards
Q6.1Towhatextentis(focalbrand)ableto... Notat all1(1) 2 (2) 3 (3)
Moderately4 (4) 5 (5) 6 (6) Very much7(7)
dosomethingthatmakesyourlifemore meaningful?(1)
contributesomethingtowardsmaking yourlifeworthliving?(2)
helpyouexperiencethekindsof feelingsthatyoudesire?(3)
contributesomethingtowardshelping youfeelyourlifehaspurpose?(4)
Q6.2Towhatextentis(focalbrand).. Notatall 1(1) 2 (2) 3 (3)
Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7)
inherentlyimportanttoyou,notjusta tooltoaccomplishagoal?
Q6.3Towhatextentisyourrelationshipwith(focalbrand)... Notatall 1(1)
2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7)
inherentlyimportanttoyou,notjustatool toaccomplishafuturegoal?
Q6.6Towhatextentisthetime,effortandmoneyyouputintoyourinteractionswith(focalbrand)...
Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7)
morethanjustaninvestmentforsome futurebenefit? 16. 13
AttitudeStrength1:Frequentthoughts(randomizedquestionorder)
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) 17. 14
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) Positiveemotionalconnection
Intuitivefit(randomizedquestionorder)
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) Emotionalattachment
Q11.1Pleaseexpresstheextenttowhich 18. 15 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) Positiveaffect(randomizedquestionorder)
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) 19. 16
Firstorderfactorswhichwerenotpartofsecondorderfactors
Longtermrelationship Q13.1Pleaseexpresstheextenttowhichyou Notat
all1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7)
believethatyouwillbewearing(focalbrand) foralongtime?(1)
expectthat(focalbrand)willbeapartof yourlifeforalongtimetocome?(2)
feelasenseoflongtermcommitmentto (focalbrand)?(3)
Anticipatedseparationdistress
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) 20. 17
Attitudevalence(satisfaction)
Q15.1Thewordsatisfactionincludesmanythings.Considerallyourexperiencestodatewith(focal
brand),howsatisfiedareyou? 1VeryDissatisfied (1) 2 (2) 3 (3) 4 (4)
5 (5) 6 (6) 7 (7) 8 (8) 9 (9) 10VerySatisfied (10) How satisfied?
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) 21. 18
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)?
Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7) Liking
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)
Attitudestrength2(CertaintyandStrengthofEvaluations)
[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) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7)
NotCertainatAll:ExtremelyCertain(1) 22. 19
Q17.3HowmuchCONFIDENCEdoyouhaveintheseoverallfeelingsandevaluationsyoujustgave
above? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7)
NotConfidentatAll:ExtremelyConfident(1)
Q17.4HowSTRONGLYdoyouholdtheseoverallfeelingsandevaluationsyoujustgaveabove?
1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7)
NotStronglyAtAll:ExtremelyStrongly(1)
Q17.5HowINTENSEaretheseoverallfeelingsandevaluationsyoujustgaveabove?
1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7)
NotIntenseAtAll:ExtremelyIntense(1)
Q17.6Howeasilyorquicklydotheseoverallevaluationsorfeelingscometomindwhenyouthink
about(focalbrand)? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7)
NotQuicklyAtAll:ExtremelyQuickly(1)
Q17.7Wouldyousaythatthatyourfeelingsabout(focalbrand)areSTRONGLYononesideorthe
other,ORwouldyousayyourfeelingsaremixedandconflicted? 1(1) 2(2)
3(3) 4(4) 5(5) 6(6) 7(7)
StronglyonOneSideorTheOther:MixedandConflicted(1) 23. 20
Othermeasuresusedinthestudy Functionalqualityofbrand 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/wordofmouth/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.
Brandtrust Please express below, for each question asked about
American Eagle Outfitters, the extent to which the statements apply
1. I trust American Eagle Outfitters. 2. American Eagle Outfitters
meets my expectations. 3. I feel confidence in American Eagle
Outfitters. 4. American Eagle Outfitters is a brand name that never
disappoints me. 5. The American Eagle Outfitters brand name
guarantees satisfaction. 24. 21 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.
Secureattachmentstyle Please express below for each question asked,
how you feel it describes you. 1. I often discuss my problems and
concerns with others. 2. I turn to others in times of need. 3. I
seek out others for comfort and reassurance. 4. I enjoy giving
support to others. 5. 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. Explicitstatementoflove
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)