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

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.

    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. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    2. 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.
    3. Rik Pieters, 2013. "Bidirectional Dynamics of Materialism and Loneliness: Not Just a Vicious Cycle," Journal of Consumer Research, Oxford University Press, vol. 40(4), pages 615-631.
    4. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Oxford University Press, vol. 32(1), pages 171-184, June.
    5. 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, Oxford University Press, vol. 34(4), pages 468-479, June.
    6. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    7. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 127-146, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:eco:journ3:2018-04-2 is not listed on IDEAS

    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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Rebekah McClure). General contact details of provider: http://www.springer.com .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.