1. 1 BrandLoveScales RickBagozzi,RajeevBatra,andAaronAhuvia WorkingPaper,UniversityofMichigan September29,2013 Copiesofthispapermaybedownloadedfromwww.brandlovecentral.com Thisdocumentcontainsa26itembrandlovescale,a13itemshortscale,a6itemmini scale,andthecomplete56itembrandlovemeasureusedinBatra,AhuviaandBagozzi (2013JM).Inmostsituations,the26itemscaleisthebestoption.Itismorepracticalthan the56itemmeasure,yetstillhasgoodmeasurementproperties.Importantly,the26item scalealsoallowsresearcherstopinpointthestrengthofabrandoneachseparated componentofbrandlove,anduncovertheimportantrelationshipsbetweenthesubscales. Thisdocumentalsocontainsvariousotherscalesofpossibleinterest,seethetableof contentsbelow. Pleasecitethebrandlovescalesinthisdocumentas Bagozzi,R.P.,Batra,R.,&Ahuvia,A.C.(2013).BrandLove:DevelopmentofanOperational ScaleandAnswerstoUnaddressedQuestions.Workingpaper.UniversityofMichigan, AnnArbor,MI.

2. 2 HIGHERORDERBRANDLOVEFACTORMODELS..........................................................................................1 CURRENTHIGHERORDERBRANDLOVEFACTORMODEL........................................................................1 OLDHIGHERORDERBRANDLOVEFACTORMODEL.................................................................................2 Brandlovescale,26items............................................................................................................................3 Brandloveshortscale,13items...................................................................................................................5 Brandloveminiscale,6items......................................................................................................................6 OriginalbrandlovescalefromJM(2012),56items.....................................................................................8 Passiondrivenbehaviors..........................................................................................................................8 Passionatedesiretouse.......................................................................................................................8 Willingnesstoexpendresources..........................................................................................................9 Thingsdoneinthepast.........................................................................................................................9 Selfbrandintegration.............................................................................................................................10 Desiredselfidentity............................................................................................................................10 Currentselfidentity............................................................................................................................10 Lifemeaning&intrinsicrewards........................................................................................................12 AttitudeStrength1:Frequentthoughts(randomizedquestionorder)..............................................13 Positiveemotionalconnection...............................................................................................................14 Intuitivefit(randomizedquestionorder)...........................................................................................14 Emotionalattachment........................................................................................................................14 Positiveaffect(randomizedquestionorder)......................................................................................15 Firstorderfactorswhichwerenotpartofsecondorderfactors...........................................................16 Longtermrelationship........................................................................................................................16 Anticipatedseparationdistress..........................................................................................................16 Attitudevalence(satisfaction)............................................................................................................17 Attitudestrength2(CertaintyandStrengthofEvaluations)..............................................................18 3. 3 Othermeasuresusedinthestudy..............................................................................................................20 Functionalqualityofbrand.....................................................................................................................20 Loyalty/wordofmouth/resistance.........................................................................................................20 Brandtrust..............................................................................................................................................20 Secureattachmentstyle.........................................................................................................................21 Explicitstatementoflove.......................................................................................................................21 4. HIGHERORDERBRANDLOVEFACTORMODELS ThecurrentbrandlovefactormodelomitstheAttitudeStrength2factorthatwasincludedinthemodel publishedinJM2013.Thischangewasmadeduetofindingfromsubsequentdatacollections. CURRENTHIGHERORDERBRANDLOVEFACTORMODEL 5. 2 OLDHIGHERORDERBRANDLOVEFACTORMODEL Brand Love PassionDrivenBehaviors WillingnesstoInvestResources PassionateDesiretoUse ThingsDoneinPast(Involvement) SelfBrandIntegration LifeMeaning DesiredSelfidentity CurrentSelfidentity AttitudeStrength1: FrequentThoughts PositiveEmotionalConnection IntuitiveFit EmotionalAttachment PositiveAffect LongtermRelationship AnticipatedSeparationDistress OverallAttitudeValence AttitudeStrength2: Certainty/Confidence More Abstract More Concrete 6. 3 Brandlovescale,26items Werecommendusingthe26itemscale(asopposedtooneoftheshorterscales)whenever possible.Notonlydoesithavesuperiormeasurementproperties,butitallowsyoutolook specificallyateachofthebrandlovecomponents. Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with moderatelyasamidpoint. Factor Items Self-brand integration Current Self-Identity To what extent do you feel that 1. wearing of American Eagle Outfitters says something true and deep about whom you are as a person? 2. American Eagle Outfitters is an important part of how you see yourself? Desired self-identity To what extent is American Eagle Outfitters able to 1. make you look like you want to look? 2. make you feel like you want to feel? Life meaning and intrinsic rewards To what extent is American Eagle Outfitters able to 1. do something that makes your life more meaningful? 2. contribute something towards making your life worth living? Attitude strength (frequent thoughts) To what extent do you 1. find yourself thinking about American Eagle Outfitters? 2. find that American Eagle Outfitters keeps popping into your head? Passion-Driven Behaviors Passionate desire to use Using the products: To what extent do you feel yourself 1. desiring to wear American Eagle clothing? 2. longing to wear American Eagle clothing? Things done in the past (involvement) To what extent have you 1. interacted with American Eagle Outfitters in the past? 2. been involved with American Eagle Outfitters in the past? 7. 4 Willingness to invest resources To what extent 1. are you willing to spend a lot of MONEY improving and fine- tuning a product from American Eagle Outfitters after you buy it? 2. are you willing to spend a lot of TIME improving and fine- tuning a product from American Eagle Outfitters after you buy it? Positive Emotional Connection Intuitive fit Please express the extent to which 1. you feel there is a natural fit between you and American Eagle Outfitters. 2. American Eagle Outfitters seems to fit your own tastes perfectly. Emotional attachment Please express the extent to which 1. you feel emotionally connected to American Eagle Outfitters? 2. you feel you have a bond with American Eagle Outfitters? Positive affect To what extent do you feel that American Eagle Outfitters 1. is fun? 2. is exciting? Long-term relationship Please express the extent to which you 1. believe that you will be wearing American Eagle Outfitters for a long time? 2. expect that American Eagle Outfitters will be part of your life for a long time to come? Anticipated separation distress Suppose American Eagle Outfitters were to go out of existence, to what extent would you feel 1. anxiety? 2. apprehension? Attitude valence (liking) On the following scales, please express your overall feelings and evaluations towards American Eagle Outfitters. negative positive 1 2 3 4 5 6 7 8. 5 unfavorable favorable 1 2 3 4 5 6 7 Brandloveshortscale,13items Werecommendusingthe26itemscale(above)wheneverpossible.Notonlydoesithave superiormeasurementproperties,butitallowsyoutolookspecificallyateachofthebrand lovecomponents.Usingthis13itemscaleis,however,superiortotheminiscale(below)inthat the13itemscaleincludesameasureofeverybrandlovecomponent. Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with moderatelyasamidpoint. Factor Items Self-brand integration Current Self-Identity To what extent do you feel that 1. wearing of American Eagle Outfitters says something true and deep about whom you are as a person? Desired self-identity To what extent is American Eagle Outfitters able to 2. make you look like you want to look? Life meaning and intrinsic rewards To what extent is American Eagle Outfitters able to 3. do something that makes your life more meaningful? Attitude strength (frequent thoughts) To what extent do you 4. find yourself thinking about American Eagle Outfitters? Passion-Driven Behaviors Passionate desire to use Using the products: To what extent do you feel yourself 5. desiring to wear American Eagle clothing? Things done in the past (involvement) To what extent have you 6. interacted with American Eagle Outfitters in the past? Willingness to invest resources To what extent 7. are you willing to spend a lot of MONEY improving and fine- 9. 6 tuning a product from American Eagle Outfitters after you buy it? Positive Emotional Connection Intuitive fit Please express the extent to which 8. you feel there is a natural fit between you and American Eagle Outfitters. Emotional attachment Please express the extent to which 9. you feel emotionally connected to American Eagle Outfitters? Positive affect To what extent do you feel that American Eagle Outfitters 10. is fun? Long-term relationship Please express the extent to which you 11. believe that you will be wearing American Eagle Outfitters for a long time? Anticipated separation distress Suppose American Eagle Outfitters were to go out of existence, to what extent would you feel 12. anxiety? Attitude valence (liking) 13. On the following scales, please express your overall feelings and evaluations towards American Eagle Outfitters. negative positive 1 2 3 4 5 6 7 Brandloveminiscale,6items Werecommendusingthe26itemscale(above)wheneverpossible.Notonlydoesithave superiormeasurementproperties,butitallowsyoutolookspecificallyateachofthebrand lovecomponents.Usingthis6itemscaleis,however,acceptablewhenbrandloveisnota constructofprimaryinterestinthestudy. Responseformat:Unlessotherwisenoted,usea7pointnotatalltoverymuch,with moderatelyasamidpoint. Factor Items Self-brand 10. 7 integration Current Self-Identity To what extent do you feel that 1. wearing of American Eagle Outfitters says something true and deep about whom you are as a person? Passion-Driven Behaviors Passionate desire to use Using the products: To what extent do you feel yourself 2. desiring to wear American Eagle clothing? Positive Emotional Connection Emotional attachment Please express the extent to which 3. you feel emotionally connected to American Eagle Outfitters? Long-term relationship Please express the extent to which you 4. expect that American Eagle Outfitters will be part of your life for a long time to come? Anticipated separation distress Suppose American Eagle Outfitters were to go out of existence, to what extent would you feel 5. anxiety? Attitude valence (liking) 6. On the following scales, please express your overall feelings and evaluations towards American Eagle Outfitters. negative positive 1 2 3 4 5 6 7 11. 8 OriginalbrandlovescalefromJM(2012),56items ThismeasureissubstantivelythesameaswhatwasusedinBatra,R.,A.C.Ahuvia andR.Bagozzi(2012)BrandLove,JournalofMarketing,76,116.However, someofthenonsubstantivewordinghasbeenrevisedtomakeitfasterfor respondentstoread.However,nowthatthe26itemmeasureisavailable(see above),wedonotexpectthis56itemmeasuretobewidelyused. Passiondrivenbehaviors Passionatedesiretouse Q8.1Usingtheproducts.Towhatextentdoyoufeelyourself Notatall1 (1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch7 (7) longingtowear(focalbrand) clothing?(3) Q8.2Shoppingthere.Towhatextentdoyoufeelyourself Notatall1 (1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch7 (7) longingtoshopat(focalbrand)? (3) Q19.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand): Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7) FeelingofWanting(1) SenseofDesiring(2 LongingFor(3) 12. 9 Willingnesstoexpendresources Q7.1Ofalltheappropriate/suitableoccasionsintherecentpastwhenyoucouldhaveused(focalbrand) products,howoftenhaveyouactuallydoneso? 1Noneoftheappropriateoccasions(1) 3(2) 4(3) 5(4) 6(5) 7Alloftheappropriateoccasions(6) Q7.2Towhatextent... 1Not atAll (1) 2 (2) 3 (3) 4Moderate (4) 5 (5) 6 (6) 7Very Much(7) haveyouhavespentalotofTIMEwithproducts from(focalbrand)makingitthemyourparticular needs?(1) areyouarewillingtospendalotofMONEY improvingandfinetuningaproductfrom(focal brand)afteryoubuyit?(2) youarewillingtospendalotofTIMEimproving andfinetuningproductsfrom(focalbrand)after youbuyit?(3) haveyouhaveinvestedalotoftime,energy, and/ormoneyin(focalbrand)products?(4) areyouwillingtospendalotoftimeshoppingin ordertobuyproductsspecificallyfrom(focal brand)?(5) Thingsdoneinthepast Q9.1Towhatextenthaveyou 1NotatAll (1) 2 (2) 3 (3) 4Moderate (4) 5 (5) 6 (6) 7VeryMuch (7) donealotofthingswith(focalbrand)in thepast?(1) interactedwith(focalbrand)inthe past?(2) 13. 10 Selfbrandintegration Desiredselfidentity Q5.1Towhatextentis(focalbrand)isableto... Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) VeryMuch 7(7) makeyoulooklikeyouwanttolook?(1) makeyoufeellikeyouwanttofeel?(2) helpyoupresentyourselftoothersasthe kindofpersonyouwanttobe?(3) Currentselfidentity Q4.1Towhatextentdoyoufeelthat... Notat all1(1) 2(2) 3(3) Moderately 4(4) 5(5) 6(6) Very much7 (7) wearingof(focalbrand)says somethingtrueanddeep aboutwhoyouareasa person?(1) whenotherpeopleseeyou wearing(focalbrand) products,theygetasenseof thekindofpersonyouare? (2 (focalbrand)isanimportant partofhowyousee yourself?(3) Q4.2Pleaseindicatethedegreetowhichyourpersonalidentityorselfimagematchestheidentityof (focalbrand) 1DoesNotMatchWellatAll(1) 2(2) 3(3) 4MatchesModeratelyWell(4) 5(5) 6(6) 7MatchesNearlyPerfectly(7) Q4.3Inthefiguresbelow,thecircleontheleftrepresentsyourpersonalidentityandthefigureonthe rightrepresentstheidentityof(focalbrand).Pleaseexpressyoursenseofthedegreeofoverlap 14. 11 betweenyourpersonalidentityandtheidentityof(focalbrand)(Marktheimagethatbestcaptures yoursituation.) NoOverlap(1) VerySmallOverlap(2) SmallOverlap(3) ModerateOverlap(4) MuchOverlap(5) NearCompleteOverlap(6) Q4.4Thinkingaboutthedegreeofoverlapinyourmindbetweenyourownsenseofpersonalidentity, andtheidentityof(focalbrand)... 1NotatAll (1) 2(2) 3(3) 4Moderate (4) 5(5) 6(6) 7V Muc howmuchaffectiondoyoufeel toward(focalbrand)? Q4.5ImagineforamomentOTHERTYPICALUSERSof(focalbrand).Thinkaboutthekindsofpeoplethey tendtobe.Now,pleaseanswerthesequestions. 1NotatAll (1) 2(2) 3(3) 4Moderate (4) 5(5) 6(6) Howimportantisittoyoutobe oneofthepeoplewhoowns(focal brand)products?(1) Towhatextentisbeingsomeone whouses(focalbrand)productsan importantpartofyourself identity?(2) Towhatextentisbeingsomeone whouses(focalbrand)productsa rewardingpartofyourself identity?(3) 15. 12 Lifemeaning&intrinsicrewards Q6.1Towhatextentis(focalbrand)ableto... Notat all1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Very much7(7) dosomethingthatmakesyourlifemore meaningful?(1) contributesomethingtowardsmaking yourlifeworthliving?(2) helpyouexperiencethekindsof feelingsthatyoudesire?(3) contributesomethingtowardshelping youfeelyourlifehaspurpose?(4) Q6.2Towhatextentis(focalbrand).. Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7) inherentlyimportanttoyou,notjusta tooltoaccomplishagoal? Q6.3Towhatextentisyourrelationshipwith(focalbrand)... Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7) inherentlyimportanttoyou,notjustatool toaccomplishafuturegoal? Q6.6Towhatextentisthetime,effortandmoneyyouputintoyourinteractionswith(focalbrand)... Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7) morethanjustaninvestmentforsome futurebenefit? 16. 13 AttitudeStrength1:Frequentthoughts(randomizedquestionorder) Q16.1Towhatextentdoyou 1Notat All(1) 2 (2) 3 (3) 4Moderate (4) 5 (5) 6 (6) 7Very Much(7) findyourselfthinkingabout(focal brand)?(1) findyourselfthinkingaboutwearing (focalbrand)clothing?(2) findthat(focalbrand)keepspopping intoyourhead?(3) 17. 14 Q16.3Abouthowoftendoyou... NotatAll Strong1(1) 2 (2) 3 (3) Moderately Strong4(4) 5 (5) 6 (6) Extremely Strong7(7) talktoothersabout (focalbrand)?(1) havethoughtsabout (focalbrand)?(2) Positiveemotionalconnection Intuitivefit(randomizedquestionorder) Q10.1Howstrongareyourfeelingsoflikingtoward(focalbrand)? 1NotStrongatAll(1) 2(2) 3(3) 4ModeratelyStrong(4) 5(5) 6(6) 7VeryStrong(7) Q10.2Pleaseexpresstheextenttowhich 1Notat All(1) 2 (2) 3 (3) 4Moderate (4) 5 (5) 6 (6) 7Very Much(7) youfeelpsychologicallycomfortablewearing (focalbrand)?(1) (focalbrand)seemstomeetyourownneeds perfectly?(2) youfeelthereisanaturalfitbetweenyou and(focalbrand)?(3) whenyoufirstencountered(focalbrand),you feltyes,thisiswhatIvebeenlookingfor?(4) (focalbrand)seemstofityourowntastes perfectly?(5) whenyoufirstencountered(focalbrand),it justfeltrighttoyou?(6) rightnow,(focalbrand)justfeelsrightto you?(7) Emotionalattachment Q11.1Pleaseexpresstheextenttowhich 18. 15 Notatall 1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7) youfeelemotionallyconnectedto (focalbrand)?(1) (focalbrand)feelslikeanoldfriend? (2) feelyouhaveabondwith(focal brand)?(3) Positiveaffect(randomizedquestionorder) Q12.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand)? Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7) Contented(1) Relaxed(2) Q12.2Towhatextentdoyoufeelthat(focalbrand) Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7) ...isfun?(1) ...isexciting?(2) ispleasantlycalming?(3) helpsyourelax?(4) Q12.3Howpleasurableistheexperienceof: Notatall1 (1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch7 (7) ...owningandwearing(focalbrand) clothing?(1) ...shoppingat(focalbrand)?(2) 19. 16 Firstorderfactorswhichwerenotpartofsecondorderfactors Longtermrelationship Q13.1Pleaseexpresstheextenttowhichyou Notat all1(1) 2 (2) 3 (3) Moderately4 (4) 5 (5) 6 (6) Verymuch 7(7) believethatyouwillbewearing(focalbrand) foralongtime?(1) expectthat(focalbrand)willbeapartof yourlifeforalongtimetocome?(2) feelasenseoflongtermcommitmentto (focalbrand)?(3) Anticipatedseparationdistress Q14.1Suppose(focalbrand)weretogooutofexistence,towhatextentwouldyoufeel: 1NotatAll(1) 2(2) 3(3) 4Moderate(4) 5(5) 6(6) 7VeryMuch(7) Anxiety(1) Apprehension(2) Worry(3) Fear(4) 20. 17 Attitudevalence(satisfaction) Q15.1Thewordsatisfactionincludesmanythings.Considerallyourexperiencestodatewith(focal brand),howsatisfiedareyou? 1VeryDissatisfied (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) 8 (8) 9 (9) 10VerySatisfied (10) How satisfied? Q15.2Consideringalloftheexpectationsthatyouhavewhenyoupurchaseclothing,towhatextenthas (focalbrand)fallenshortofyourexpectationsorexceededyourexpectations? 1FallenShortofExpectations(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) 8(8) 9(9) 10ExceededMyExpectations(10) 21. 18 Q15.3Forgetabout(focalbrand)foramoment,andimagineanidealproductofthesametype.How welldoyouthink(focalbrand)compareswiththatidealproduct? 1NotVeryClosetoIdeal(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) 8(8) 9(9) 10VeryClosetoIdeal(10) Q15.4Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand)? Notatall1(1) 2(2) 3(3) Moderately4(4) 5(5) 6(6) Verymuch7(7) Liking Q15.5Onthefollowingscales,pleaseexpressyouroverallfeelingsandevaluationstowards(focal brand)Outiftters: 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) Dislike:Like(1) Bad:Good(2) Negative:Positive(3) Unfavorable:Favorable(4) Attitudestrength2(CertaintyandStrengthofEvaluations) [Note.TheoriginalattitudestrengthmeasurewastakenfromKrosnick,JonA.,DavidS.Boninger,YaoC. Chuang,MatthewK.Berent,andCatherineG.Carnot(1993),AttitudeStrength:OneConstructorMany RelatedConstructs?JournalofPersonalityandSocialPsychology,65(6),113251.Inouranalysis,this constructwasrevealedtocontaintwofactors.Thefirstfactor(AttitudeStrength1)becamepartofself brandintegration.AttitudeStrength2isbelow.However,AttitudeStrength2hasnotworkedwellin subsequentresearch,andislikelytobedroppedfromthebrandlovemodel.] Q17.2HowCERTAINareyouoftheseoverallfeelingsandevaluationsyoujustgaveabove? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) NotCertainatAll:ExtremelyCertain(1) 22. 19 Q17.3HowmuchCONFIDENCEdoyouhaveintheseoverallfeelingsandevaluationsyoujustgave above? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) NotConfidentatAll:ExtremelyConfident(1) Q17.4HowSTRONGLYdoyouholdtheseoverallfeelingsandevaluationsyoujustgaveabove? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) NotStronglyAtAll:ExtremelyStrongly(1) Q17.5HowINTENSEaretheseoverallfeelingsandevaluationsyoujustgaveabove? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) NotIntenseAtAll:ExtremelyIntense(1) Q17.6Howeasilyorquicklydotheseoverallevaluationsorfeelingscometomindwhenyouthink about(focalbrand)? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) NotQuicklyAtAll:ExtremelyQuickly(1) Q17.7Wouldyousaythatthatyourfeelingsabout(focalbrand)areSTRONGLYononesideorthe other,ORwouldyousayyourfeelingsaremixedandconflicted? 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 7(7) StronglyonOneSideorTheOther:MixedandConflicted(1) 23. 20 Othermeasuresusedinthestudy Functionalqualityofbrand I believe American Eagle products 1. Have functional quality. 2. Are practical. 3. Are well made. 7-point not at all to very much, with moderately as a mid-point. Loyalty/wordofmouth/resistance 1. How would you describe your loyalty toward American Eagle? 7-point very weak to very strong 2. If you were shopping again for this kind of product/service, would you 7-point definitely not buy American Eagle Outfitters again to definitely would buy American Eagle Outfitters again. 3. If you heard something bad about American Eagle Outfitters, to what extent would you question those statements, in your own mind? 7-point not at all to very much. 4. How often have you found yourself saying positive things about American Eagle, to other people? 7-point never to very often. Brandtrust Please express below, for each question asked about American Eagle Outfitters, the extent to which the statements apply 1. I trust American Eagle Outfitters. 2. American Eagle Outfitters meets my expectations. 3. I feel confidence in American Eagle Outfitters. 4. American Eagle Outfitters is a brand name that never disappoints me. 5. The American Eagle Outfitters brand name guarantees satisfaction. 24. 21 6. If I had a complaint related to American Eagle Outfitters or one of their products, they would be honest and sincere in addressing my concerns. 7. If I had a problem related to American Eagle Outfitters or one of their products, I could rely on them to solve it. 8. American Eagle Outfitters would make every effort to satisfy me. 9. If I had a problem related to American Eagle Outfitters or one of their products which could not readily be resolved, they would compensate me in some way for the problem. 5-point completely disagree to completely agree scale. Secureattachmentstyle Please express below for each question asked, how you feel it describes you. 1. I often discuss my problems and concerns with others. 2. I turn to others in times of need. 3. I seek out others for comfort and reassurance. 4. I enjoy giving support to others. 5. Others seek me out for support and comfort in times of need. 7-point does not describe me at all to describes me very, very well scale, with describes me moderately well as a mid-point. Explicitstatementoflove Q20.1Overall,howmuchdoyou"love"(focalbrand)?) 1NotatAll(1) 2(2) 3(3) 3(4) 4(5) 5(6) 6(7) 7(8) 8(9) 9(10) 10VeryMuch(11)