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Brand love: Corroborating evidence across four continents

Author

Listed:
  • Laszlo Sajtos
  • Joanne Cao
  • Jennifer Espinosa
  • Ian Phau

    (EM - EMLyon Business School)

  • Patricia Rossi

    (Département Psychologie sociale, du travail et des organisations - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse, LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Billy Sung
  • Benjamin Voyer

Abstract

The brand love conceptualization developed by Batra and his colleagues (2012) provides an integrative view of love as an emotional relationship between customers and their loved brands. Despite receiving over 1200 citations on Google Scholar, the original scale has not been re-examined despite its popularity, due in part to the large numbers of items the construct contains. This study replicates the original study and assesses the validity of this construct in six cultural contexts, five countries (Australia, China, France, UK, and the US), and across four continents. With the exception of Australia, the original brand love construct had to be modified to achieve a satisfactory model fit. The nomological validity of the brand love construct was confirmed in four out of six cultural contexts. This research carries implications for conducting cross-cultural research using constructs originally developed in specific cultural contexts.

Suggested Citation

  • Laszlo Sajtos & Joanne Cao & Jennifer Espinosa & Ian Phau & Patricia Rossi & Billy Sung & Benjamin Voyer, 2020. "Brand love: Corroborating evidence across four continents," Post-Print hal-02508919, HAL.
    • Handle: RePEc:hal:journl:hal-02508919
    DOI: 10.1016/j.jbusres.2020.02.040
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    Cited by:

    1. Renée Rahman & Tobias Langner & Dirk Temme, 2021. "Brand love: conceptual and empirical investigation of a holistic causal model," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 609-642, November.

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