Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter

Aaron Ahuvia (), Richard Bagozzi () and Rajeev Batra ()

Marketing Letters, 2014, vol. 25, issue 2, 235-243

Abstract: Rossiter (Marketing Lett 23: 905–916, 2012 ) provides a critique of the brand love measure from Batra et al. (J Marketing 76: 1–16, 2012 ) and offers a new measure of brand love to be used in its stead. In this reply, we argue that our measure is more consistent with the best available understanding on love and brand love. We also note several serious problems in the underlying definition of love used by Rossiter and problems in the way his definition is operationalized in his measure. Copyright Springer Science+Business Media New York 2014

Keywords: Brand love; Love; C-OAR-SE method; Construct validity; Content validity; Prototypes (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/s11002-013-9251-4

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