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.
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Notes
Similar to the findings above with respect to tests of construct validity, attitude strength #2 was not significantly correlated with the other 13 brand love factors and does not appear to be part of the brand love construct in the minds of respondents in these data. Hence, we did not investigate further the mean differences on attitude strength 2.
As found for the analysis of the American Eagle data, the attitude strength #2 items correlated poorly with the other 13 factors: the range of correlations was −0.18 to 0.29. Therefore, attitude strength #2 (confidence/certainty) again was a poor indicator of brand love but was included within this MTMM analysis, for completeness and comparison to BAB.
These correlation matrices are available from the authors on request.
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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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The order of authors is random. Each contributed equally to the research.
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Bagozzi, R.P., Batra, R. & Ahuvia, A. Brand love: development and validation of a practical scale. Mark Lett 28, 1–14 (2017). https://doi.org/10.1007/s11002-016-9406-1
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DOI: https://doi.org/10.1007/s11002-016-9406-1