Brand love: development and validation of a practical scale

被引：192

作者：

Bagozzi, Richard P. ^{[1
]}

Batra, Rajeev ^{[1
]}

Ahuvia, Aaron ^{[2
]}

机构：

[1] Univ Michigan, Ross Sch Business, 701 Tappan St, Ann Arbor, MI 48109 USA

[2] Univ Michigan, 4901 Evergreen Rd, Dearborn, MI 48128 USA

来源：

MARKETING LETTERS | 2017年 / 28卷 / 01期

关键词：

Brand love; Brand management; Brand loyalty; Brand trust; Brand attachment; CONSUMERS; ANTECEDENTS;

D O I：

10.1007/s11002-016-9406-1

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：1 / 14

页数：14

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