The scale is composed of four, nine-point Likert-type items that measure the degree to which a person believes him/herself to be a valuable, contributing member of a specified reference group. Shang, Reed, and Croson (2008) called their version of the scale identity esteem.
Three, seven-point Likert-type items are used to measure a person's attitude toward a business or organization, with an emphasis on the pride felt from being associated with it. The entity examined in the study by Woo, Fock, and Hui (2006) was a major university in Hong Kong.
Three items are used to measure the degree to which a person views him/herself as belonging to a specified group.
The degree to which a person believes that he/she belongs to a particular group of people is measured with three Likert-type statements. To the extent that the person views him/herself as being part of the group and refers to it in determining attitudes and behaviors then it is a reference group.
A Likert-type scale is used to measure the degree to which a person views an organization of which he or she is a member as having a positive reputation in the community. The organization studied by Bhattacharya, Rao, and Glynn (1995) was an art museum while Arnett, German, and Hunt (2003) studied a university.
Five, ten-point Likert-type statements are used to measure the degree to which a person views him/herself as a member of a community of brand users.
Three, five-point Likert-type statements are used to measure the degree to which a consumer has experienced positive relationships with other consumers due to their mutual ownership of a certain branded product. The scale was referred to as owner-owners relationship by McAlexander, Schouten, and Koenig (2002).
The scale is composed of three, ten-point Likert-type statements that measure the commitment a person has to being a member of a community of brand users and his/her intention to continue being a member.
Five, seven-point Likert-type statements are used to measure the degree to which a person expresses a sense of attachment to an ethnic group and has positive feeling towards it. The items were developed so that they are not specific to any one group but could be used with people who might be members of a variety of ethnic minorities.
