IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v28y2017i1d10.1007_s11002-016-9406-1.html
   My bibliography  Save this article

Brand love: development and validation of a practical scale

Author

Listed:
  • Richard P. Bagozzi

    (University of Michigan)

  • Rajeev Batra

    (University of Michigan)

  • Aaron Ahuvia

    (University of Michigan-Dearborn)

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.

Suggested Citation

  • Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:1:d:10.1007_s11002-016-9406-1
    DOI: 10.1007/s11002-016-9406-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-016-9406-1
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-016-9406-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Aaron Ahuvia & Richard Bagozzi & Rajeev Batra, 2014. "Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter," Marketing Letters, Springer, vol. 25(2), pages 235-243, June.
    2. Rik Pieters, 2013. "Bidirectional Dynamics of Materialism and Loneliness: Not Just a Vicious Cycle," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 615-631.
    3. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
    4. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    6. Philipp Rauschnabel & Aaron Ahuvia & Björn Ivens & Alexander Leischnig, 2015. "The Personality of Brand Lovers," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 5, pages 108-122, Palgrave Macmillan.
    7. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    8. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    2. Debra Grace & Mitchell Ross & Ceridwyn King, 2018. "Brand fidelity: a relationship maintenance perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 577-590, November.
    3. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    4. Pinaki Roy & Kapil Khandeparkar & Manoj Motiani, 2016. "A lovable personality: The effect of brand personality on brand love," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 97-113, September.
    5. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    6. Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić, 2023. "We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 9-33, January.
    7. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    8. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    9. Ching-Wei Ho & Yu-Bing Wang, 2020. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    10. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    11. Vlachos, Pavlos A. & Vrechopoulos, Adam P., 2012. "Consumer–retailer love and attachment: Antecedents and personality moderators," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 218-228.
    12. Mian Wang & Jamie Marsden & Ezgi Oguz & Briony Thomas, 2023. "Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?," Sustainability, MDPI, vol. 15(23), pages 1-14, December.
    13. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    14. Karanika, Katerina & Hogg, Margaret K., 2020. "Self–object relationships in consumers’ spontaneous metaphors of anthropomorphism, zoomorphism, and dehumanization," Journal of Business Research, Elsevier, vol. 109(C), pages 15-25.
    15. Ching-Wei Ho, 2017. "Does Practicing CSR Makes Consumers Like Your Shop More? Consumer-Retailer Love Mediates CSR and Behavioral Intentions," IJERPH, MDPI, vol. 14(12), pages 1-14, December.
    16. Maria Kostritsa & Hildegard Liebl & Rupert Beinhauer & Jana Turčínková, 2020. "Consumer Brand Love for Luxury Brands in India," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 189-197.
    17. Sadeque, Saalem & Roy, Sanjit Kumar & Swapan, Mohammad Shahidul Hasan & Chen, Cheng-Hao & Ashikuzzaman, Md, 2020. "An integrated model of city and neighborhood identities: A tale of two cities," Journal of Business Research, Elsevier, vol. 117(C), pages 780-790.
    18. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    19. Davood Ghorbanzadeh & K. D. V. Prasad & Natalia Alekseevna Prodanova & Iskandar Muda & Joko Suryono & Nafisa Yuldasheva, 2024. "Exploration of the concept of brand love in city branding: antecedents and consequences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 142-156, June.
    20. Komal Nagar & Paramdeep Kour, 2018. "Measuring Young Consumers’ Response to Brand Scandals: A Brand Love Perspective," FIIB Business Review, , vol. 7(4), pages 304-315, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:28:y:2017:i:1:d:10.1007_s11002-016-9406-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.