nach oben

Marketing Letters

Erschienen in:

03.09.2016

Brand love: development and validation of a practical scale

verfasst von: Richard P. Bagozzi, Rajeev Batra, Aaron Ahuvia

Erschienen in: Marketing Letters | Ausgabe 1/2017

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

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.

Nächster Artikel The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

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.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347.CrossRef

Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468.CrossRef

Ahuvia, A. C. (1992). For the love of money: materialism and product love. In F. Rudman & M. L. Richins (Eds.), Meaning, measure, and morality of materialism (pp. 188–198). Provo, UT: The Association for Consumer Research.

Ahuvia, A. C. (1993). I love it! Towards a unifying theory of love across diverse love objects. PhD Dissertation, Northwestern University, Ann Arbor, MI: UMI Dissertation Services.

Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171–184.CrossRef

Ahuvia, A. C. (2015). Nothing matters more to people than people: brand meaning, brand love and social relationships. Review of Marketing Research special issue on Brand Meaning Management, 12, 121–149.

Ahuvia, A. C., Bagozzi, R. P., & Batra, R. (2014). Psychometric vs. C-OAR-SE measures of brand love: a reply to Rossiter. Marketing Letters, 25(2), 235–243.CrossRef

Batra, R., Ahuvia, A. C., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76, 1–16.CrossRef

Bergkvist, L., & Tino, B.-L. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518.CrossRef

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.CrossRef

Escalas, J. E., & Bettman, J. R. (2013). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389.CrossRef

Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.CrossRef

Hayes, A.F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression regressionbased approach. New York: Guilford.

Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: not just a vicious cycle. Journal of Consumer Research, 40(4), 615–631.CrossRef

Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so loveable: anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395.CrossRef

Rauschnabel, P., Ahuviam A. C., Ivens, B. S. and Leischnig, A. (2015). The personality of brand lovers: an examination in fashion branding. In: Consumer Brand Relationships: Meaning, Measuring, Managing. M. Fetscherin and T. Heilmann, (eds.), Pelgrave.

Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127–146.CrossRef

Romaniuk, J. (2013). What’s (brand) love got to do with it? International Journal of Market Research, 55(2), 185–186.CrossRef

Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: a conceptual framework based analogously on Stemberg’ s triangular theory of love. Advances in Consumer Research, 15, 163–168.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.CrossRef

Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11–25.CrossRef

Titel: Brand love: development and validation of a practical scale
verfasst von: Richard P. Bagozzi
Rajeev Batra
Aaron Ahuvia
Publikationsdatum: 03.09.2016
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 1/2017
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-016-9406-1

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 1/2017

The influence of positive affect on consideration set formation in memory-based choice

Turning unplanned overpayment into a status signal: how mentioning the price paid repairs satisfaction

The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products

What really matters in attraction effect research: when choices have economic consequences

How often should a firm modify its products? A Bayesian analysis of automobile modification cycles

Setting prices in mixed logit model designs