The Third Time Is the Charm: Proposing and Validating an Abbreviated Brand Love Scale

As anyone who has experienced it can surely attest, love is an extremely complex emotional state. Traditionally reserved for those closest to us—family, friends, significant others, or pets—recent years have witnessed the incorporation of love into the marketing discipline’s attempts to understand consumers’ experiences of brands. Empirically, brand love has been associated with important outcomes such as word-of-mouth behavior, brand loyalty, increased willingness to pay, and even forgiveness of brand failures (Batra, Ahuvia, and Bagozzi 2012). In contrast to the research that established these relationships, this manuscript seeks to address a fundamental issue related to brand love: how it should be measured.