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


References

Bagozzi, Richard P., Rajeev Batra, and Aaron Ahuvia. 2016. “Brand Love: Development and Validation of a Practical Scale.” Marketing Letters 28 (1): 1–14. https://doi.org/10.1007/s11002-016-9406-1.
Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi. 2012. “Brand Love.” Journal of Marketing 76 (2): 1–16. https://doi.org/10.1509/jm.09.0339.