The Ties That Bind

The text is an excerpt from a journal article detailing the development and validation of a new psychometric scale designed to measure the strength of consumers' emotional attachments (EA) to brands. The authors, Thomson, MacInnis, and Park, argue that while prior research acknowledges emotional brand attachments, no empirically tested measure exists to quantify this bond. Through a series of five studies, the researchers introduce a 10-item scale that reveals a three-factor structure—Affection, Passion, and Connection—all loading onto the higher-order EA construct. The research confirms the scale’s reliability and validity by demonstrating its distinction from related marketing concepts like satisfaction and involvement, and its ability to predict outcomes such as brand loyalty and a willingness to pay a price premium. Ultimately, the article provides a robust, new tool for both academics and practitioners to assess the strength of consumer-brand relationships.