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Brand love: Corroborating evidence across four continents

Author

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  • Sajtos, Laszlo
  • Cao, Joanne T.
  • Espinosa, Jennifer A.
  • Phau, Ian
  • Rossi, Patricia
  • Sung, Billy
  • Voyer, Benjamin

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

  • Sajtos, Laszlo & Cao, Joanne T. & Espinosa, Jennifer A. & Phau, Ian & Rossi, Patricia & Sung, Billy & Voyer, Benjamin, 2021. "Brand love: Corroborating evidence across four continents," Journal of Business Research, Elsevier, vol. 126(C), pages 591-604.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:591-604
    DOI: 10.1016/j.jbusres.2020.02.040
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    Cited by:

    1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    2. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    3. Sehrash Siddique & Amer Rajput, 2022. "Self-expressiveness and hedonic brand affect brand love through brand jealousy," Future Business Journal, Springer, vol. 8(1), pages 1-13, December.

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