8.4 Brand Love
It exists on the same level as Brand Equity and it subsumes Brand Affect
Batra, Ahuvia, and Bagozzi (2012)
Brands are defined as “the totality of perceptions and feelings that consumers have about any item identified by a brand name, including its identity (e.g., its packaging and logos), quality and performance, familiarity, trust, perception about the emotions and values the brand symbolizes, and user imagery.” (p. 1)
Love emotion is a single, specific feeling, short term and episodic, while love relationship is long-lasting and involves numerous affective, cognitive, and behavioral experiences.
Brand love is measured based on reflective measurement (reflective indicators of hierarchical organized factors)
Richard P. Bagozzi, Batra, and Ahuvia (2016)
Developed a parsimonious brand love scale
Reflective Higher-order factor
Self-brand integration
Positive emotional connection
Passion driven behavior
Used Multitrait-Multimethod Matrix (MTMM) of method bias