Journal
MARKETING LETTERS
Volume 28, Issue 1, Pages 1-14Publisher
SPRINGER
DOI: 10.1007/s11002-016-9406-1
Keywords
Brand love; Brand management; Brand loyalty; Brand trust; Brand attachment
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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.
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