ABSTRACT
This chapter develops a parsimonious, valid, and reliable measure of brand attachment and demonstrates its convergent, discriminant, and predictive validity. It defines attachment and suggests that two core elements represent the construct-brand-self connection and prominence of brand-relevant thoughts and feelings. The chapter provides evidence supporting this two-factor structure of attachment. It presents that the proposed measure, the connection-prominence attachment model (CPAM), is empirically distinct from Thomson and colleague's attachment measure. The chapter develops a novel and valid measure of brand attachment. Brand attachment was defined as the strength of the bond connecting the brand with the self, and was conceptualized in terms of the degree of brand-self connection and the degree of the prominence of brand-related thoughts and feelings. The development of a valid brand attachment scale that reflects the core properties of the brand attachment concept is important given the potential contributions of the attachment construct to marketing and consumer behavior.
