Eight items with a nine-point response format are used to measure the degree to which a person views a company as being associated with, if not part of, his/her personal identity.
Five, five-point Likert-type items are used in this scale to measure the degree to which a person feels a strong psychological and emotional connection to the global community rather than to any particular nation.
The scale uses three, seven-point semantic differentials to measure the degree to which an object is viewed as being personal and friendly rather than distant and impersonal. The scale was called belongingness by Krishna and Ahluwalia (2008) and was used with reference to a slogan.
The scale is composed of four, seven point items that are intended to measure the extent to which a person perceives that some objects as a set appear to depict or symbolize a typical family. The objects could be people, such as in an ad, or they could be products, such as beverage bottles in a product line as done by Aggarwal and McGill (2007).
The scale is composed of seven-point Likert-type statements that measure the degree to which a person engages in activities to help another party as it provides him/her a service. Auh et al. (2007) referred to the scale as co-production.
Four, five-point Likert-type items are used to measure the degree to which a person expresses the desire to indefinitely maintain a relationship with a particular entity. The entities measured by Jones, Taylor, and Bansal (2008) were a service provider (the business), an employee of the service provider, and an individual person.
Three, seven-point statements measure the degree to which one states being dedicated and devoted to something. The object of commitment appears like it can be a person, brand, or organization. In the case of Thomson (2006), commitment was related to a "human brand" such as a celebrity.
The scale is composed of three, seven-point Likert-type statements that measure the degree to which a customer expresses a desire-based attachment to a particular service provider.
The scale is composed of four, seven-point Likert-type statements that measure the degree to which there is meaningful and timely sharing of information between oneself and a service provider.
This scale uses three, seven-point Likert-type items to measure how long a consumer has used a particular brand and the relative frequency with which the consumer currently uses it.
