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Brand love: development and validation of a practical scale

Marketing letters, 2017-03, Vol.28 (1), p.1-14 [Peer Reviewed Journal]

Springer Science+Business Media 2017 ;Springer Science+Business Media New York 2016 ;Marketing Letters is a copyright of Springer, 2017. ;ISSN: 0923-0645 ;EISSN: 1573-059X ;DOI: 10.1007/s11002-016-9406-1

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  • Title:
    Brand love: development and validation of a practical scale
  • Author: Bagozzi, Richard P. ; Batra, Rajeev ; Ahuvia, Aaron
  • Subjects: Attitudes ; Brand loyalty ; Brands ; Business and Management ; Consumer behavior ; Consumer behaviour ; Identity ; Marketing ; Measurement ; Questionnaires ; Studies
  • Is Part Of: Marketing letters, 2017-03, Vol.28 (1), p.1-14
  • Description: 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 R² of .90, after correcting for measurement error.
  • Publisher: New York: Springer Science + Business Media
  • Language: English
  • Identifier: ISSN: 0923-0645
    EISSN: 1573-059X
    DOI: 10.1007/s11002-016-9406-1
  • Source: ProQuest Central
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