The scale has three, seven-point statements that measure the extent to which one states being able to depend on something. The object of trust appears like it can be a person, brand, or organization. In the case of Thomson (2006), trust was related to a "human brand" such as a celebrity.
The scale is composed of six statements measuring the utility resulting from the perceived quality and anticipated performance of a particular brand of a product. One way the scale is distinguished from that of a satisfaction scale is that it could be applied at various stages during the purchase decision process whereas satisfaction is usually measured after the decision.
The degree to which luxury brands are viewed as expressing something about one's self (beliefs, attitudes, values) is measured with this scale using four, seven-point Likert-type items.
The degree to which a consumer believes that a particular brand has had a strong emotional impact on him/her is measured in this scale with three, seven-point Likert-type items.
Three, seven-point Likert-type statements are used to measure the degree to which a consumer believes that a particular brand has had a strong effect on one or more of his/her senses.
The coherence of a brand's meaning and one's ease in understanding it is measured in this scale using five, seven-point items. The scale was referred to as perceived understanding by Lee and Shavitt (2009).
The scale uses three, seven-point Likert-type items to measure the degree to which a consumer believes that his/her use of a particular brand has evoked cognitve activity.
Four, seven-point items are used to measure the degree to which luxury brands are viewed as facilitating self-expression and helping to project a particular image in social settings.
This scale measures the degree to which a consumer reports having action-oriented experiences with a particular brand. Three, seven-point Likert-type items compose the scale.
The scale is composed of four, seven-point Likert-type statements that are intended to measure the degree to which a consumer views there being a strong association between him/herself and others who use a particular brand. The scale was called communal-brand connection by Rindfleisch, Burroughs, and Wong (2009).
