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Marketing Letters

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01.06.2014

Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter

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

Erschienen in: Marketing Letters | Ausgabe 2/2014

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Rossiter (Marketing Lett 23: 905–916, 2012) provides a critique of the brand love measure from Batra et al. (J Marketing 76: 1–16, 2012) and offers a new measure of brand love to be used in its stead. In this reply, we argue that our measure is more consistent with the best available understanding on love and brand love. We also note several serious problems in the underlying definition of love used by Rossiter and problems in the way his definition is operationalized in his measure.

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C-OAR-SE is “an acronym for its six procedural steps of Construct definition, Object representation, Attribute classification, Rater-entity identification, Scale (item type and answer format) selection, and Enumeration (scoring)” (Rossiter 2011, p. 1562).

With Hatfield's permission, copies of our communications with her were provided to the editor of this journal.

This quotation is often attributed to Einstein, who may indeed be its source, but this cannot be determined conclusively (http://quoteinvestigator.com/2011/05/13/einstein-simple/).

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Titel: Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter
verfasst von: Aaron Ahuvia
Richard P. Bagozzi
Rajeev Batra
Publikationsdatum: 01.06.2014
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 2/2014
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-013-9251-4

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