Brand love: development and validation of a practical scale

Richard P. Bagozzi (), Rajeev Batra () and Aaron Ahuvia ()
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Richard P. Bagozzi: University of Michigan
Rajeev Batra: University of Michigan
Aaron Ahuvia: University of Michigan-Dearborn

Marketing Letters, 2017, vol. 28, issue 1, No 1, 14 pages

Abstract: Abstract Batra et al. (Journal of Marketing 76, 1–16, 2012) created a new conceptualization of brand love but did not develop a pragmatically useful measure for studies where questionnaire length is a constraint. The current research develops a more parsimonious brand love scale, with three nested versions of 26, 13, and 6 items, respectively. This research also validates the scales, and in so doing conducts several important validity tests not considered by Batra et al. The 26-item scale is able to predict consumer loyalty, word of mouth, and resistance to negative information, with an R 2 of .90, after correcting for measurement error.

Keywords: Brand love; Brand management; Brand loyalty; Brand trust; Brand attachment (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (47)

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DOI: 10.1007/s11002-016-9406-1

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