Marketing Letters

, Volume 28, Issue 1, pp 1–14 | Cite as

Brand love: development and validation of a practical scale



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.


Brand love Brand management Brand loyalty Brand trust Brand attachment 



The authors would like to thank two anonymous reviewers and the area editor for comments and suggestions made on the research.


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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • Richard P. Bagozzi
    • 1
  • Rajeev Batra
    • 1
  • Aaron Ahuvia
    • 2
  1. 1.Ross School of BusinessUniversity of MichiganAnn ArborUSA
  2. 2.University of Michigan-DearbornDearbornUSA

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