(Second group) that the total distance between yourself and a brand is one “Assuming hundred miles, how would you describe your feelings toward a brand when you think that it is 100 miles away from (n = 20); yourself?” (Third group) that the total distance between yourself and a brand is one hundred “Assuming miles, how would you describe your feelings toward a brand when you think that it is 1 yard away from (n = 23); yourself?” (Fourth group) that the total distance between yourself and a brand is one “Assuming hundred miles, how would you describe your feelings toward a brand when you think that there is no distance between you and a (n = 23). brand?” The other three groups (groups 5, 6 and 7) were given the two brand-self distance items (-4 = personally disconnected from the 4 = personally connected to the “I am brand”, “I am brand” and -4 = brand is very far away from me and who I 4 = brand is very close to me “The am”, “The and who I with mid-points = 0) pre-coded as follows: (Fifth group) am”, “indifferent” that you evaluated your relationship with a brand on the following two items and “Assuming replied as indicated = indifferent (n = 22); (Sixth group) -4 = personally below: “0” “I am disconnected from the brand is very far away from me and who I (n = 20), and brand”, “The am” (seventh group) 4 = personally connected to the brand is very close to me “I am brand”, “The and who I (n = 23). am” Finally, three additional groups (groups 8, 9 and 10) received the two self-connection items of Park et brand attachment scale what extent is the brand part of you and who al.’s (2010) (“To you what extent do you feel personally connected to the pre-coded as are?”, “To brand?”) = 21), at (Group 9; n = 19), and (Group 10; n = “completely” (Group 8; n “not all” “moderately” 20) with numerical anchors of 4, -4, and 0, respectively.
(Second group) “Assuming that the total distance between yourself and a brand is one hundred miles, how would you describe your feelings toward a brand when you think that it is 100 miles away from yourself?” (n = 20); (Third group) “Assuming that the total distance between yourself and a brand is one hundred miles, how would you describe your feelings toward a brand when you think that it is 1 yard away from yourself?” (n = 23); (Fourth group) “Assuming that the total distance between yourself and a brand is one hundred miles, how would you describe your feelings toward a brand when you think that there is no distance between you and a brand?” (n = 23). The other three groups (groups 5, 6 and 7) were given the two brand-self distance items (-4 = “I am personally disconnected from the brand”, 4 = “I am personally connected to the brand” and -4 = “The brand is very far away from me and who I am”, 4 = “The brand is very close to me and who I am”, with mid-points “indifferent” = 0) pre-coded as follows: (Fifth group) “Assuming that you evaluated your relationship with a brand on the following two items and replied as indicated below: “0” = indifferent (n = 22); (Sixth group) -4 = “I am personally disconnected from the brand”, “The brand is very far away from me and who I am” (n = 20), and (seventh group) 4 = “I am personally connected to the brand”, “The brand is very close to me and who I am” (n = 23). Finally, three additional groups (groups 8, 9 and 10) received the two self-connection items of Park et al.’s (2010) brand attachment scale (“To what extent is the brand part of you and who you are?”, “To what extent do you feel personally connected to the brand?”) pre-coded as “completely” (Group 8; n = 21), “not at all” (Group 9; n = 19), and “moderately” (Group 10; n = 20) with numerical anchors of 4, -4, and 0, respectively.
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx