Emotional Brand Attachment Measurement Scale (EBAMS): Scale Validation

Abstract

Aim: Emotional branding aims to connect with consumers on an emotional level, tapping into their desires, aspirations, and values. The significance of emotional connection in branding is widely acknowledged, its impact remains mostly qualitative and anecdotal. Even though the significance of emotional branding in consumer behavior (CB) is becoming more widely acknowledged, effective research and application are hindered by the lack of valid and reliable measurement scales. By validating existing Emotional Branding and Emotional Brand Attachment Measurement Scale (EBAMS) that incorporates important antecedents, will help to fill the research gap. 

Methodology: The main purpose of this article is to check the existing measurement scale validity and propose a unique and valid measurement scale it has been achieved by combining Self congruence, Brand love, Self-Identity, Brand Trust, Brand Experience and Brand Satisfaction.  Researcher has deployed item and respondent score analysis, exploratory factor analysis, confirmatory factor analysis and reliability analysis along with a path diagram.  

Results: The new three factor dimensional Emotional Brand Attachment scale has been proposed and validated which includes 15 items from selected 30 items used for this study. CFA revealed that fit indices are valid through regression estimates values and discriminant validity tests. Further, results overall emotional brand attachment measurement scale’s Cronbach alpha value is 0.947 closest to 1. 

Conclusion: The proposed measurement scale is highly reliable and can be used for empirical studies and future researchers can make use of this Emotional Brand Attachment Measurement Scale (EBAMS) which has 15 statements. The EBAMS offers researchers a robust framework to explore the emotional dimensions of consumer-brand relationships and advance the understanding of this crucial aspect of marketing.