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Is it really brand love? A cautionary note on Nguyen and Feng’s study

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  • Moussa, Salim

Abstract

In this cautionary note, the author argues that the recent study by Nguyen and Feng (https://doi.org/10.1016/j.ijresmar.2020.10.001) did not investigate the antecedents and financial impacts of building brand love but rather those of brand liking. A close examination of some of the descriptive statistics reported by Nguyen and Feng indicates that their statistical models were run on consumer responses that are more indicative of brand liking than brand love. The author also demonstrates via one correlation estimate and one coefficient alpha value (taken from Nguyen and Feng’s article) that the single-item measure these authors used to gauge brand love is less than reliable. Marketing scholars, market researchers and brand managers are advised to be extremely cautious concerning the theoretical and managerial implications of that study.

Suggested Citation

  • Moussa, Salim, 2021. "Is it really brand love? A cautionary note on Nguyen and Feng’s study," OSF Preprints zmx7e, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:zmx7e
    DOI: 10.31219/osf.io/zmx7e
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    References listed on IDEAS

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    1. Narissara Palusuk & Bernadett Koles & Rajibul Hasan, 2019. "‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love," Post-Print hal-02014627, HAL.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    3. 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.
    4. Lars Bergkvist, 2015. "Appropriate use of single-item measures is here to stay," Marketing Letters, Springer, vol. 26(3), pages 245-255, September.
    5. John Rossiter, 2012. "A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking," Marketing Letters, Springer, vol. 23(3), pages 905-916, September.
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