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Brand love: development and validation of a practical scale


  • 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

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    References listed on IDEAS

    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.
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