Is it really brand love? A cautionary note on Nguyen and Feng’s study

Salim Moussa

No zmx7e, OSF Preprints from Center for Open Science

Abstract: In this cautionary note, the author argues that the recent study by Nguyen and Feng (https://doi.org/10.1016/j.ijresmar.2020.10.001) did not investigate the antecedents and financial impacts of building brand love but rather those of brand liking. A close examination of some of the descriptive statistics reported by Nguyen and Feng indicates that their statistical models were run on consumer responses that are more indicative of brand liking than brand love. The author also demonstrates via one correlation estimate and one coefficient alpha value (taken from Nguyen and Feng’s article) that the single-item measure these authors used to gauge brand love is less than reliable. Marketing scholars, market researchers and brand managers are advised to be extremely cautious concerning the theoretical and managerial implications of that study.

Date: 2021-06-27
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:zmx7e

DOI: 10.31219/osf.io/zmx7e

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