The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Attachment to the Branded Product
This eight-item, seven-point Likert-type scale measures a consumer’s strong emotional bond with a particular branded good (not service). Given the way the product is described in the items, the product needs to be something that can potentially be lost or broken.
Key Words