Measuring the Love Feeling for a Brand using Interpersonal Love Items

This manuscript focuses on efforts to measure the brand love construct. By identifying the conceptual limitations of existing consumer love scales, this research develops, tests, and validates a new scale that can measure the feeling of love toward a brand, composed of items from four interpersonal love scales. This study also compares the nomological validity of the proposed scale with that of two other brand love scales.

[1]  Deborah J. MacInnis,et al.  Beyond Attitudes: Attachment and Consumer Behavior , 2007 .

[2]  A. Ahuvia,et al.  Some antecedents and outcomes of brand love , 2006 .

[3]  Z. Rubin.  Measurement of romantic love. , 1970, Journal of personality and social psychology.

[4]  Roy F. Baumeister,et al.  Passion, Intimacy, and Time: Passionate Love as a Function of Change in Intimacy , 1999, Personality and social psychology review : an official journal of the Society for Personality and Social Psychology, Inc.

[5]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[6]  M. Argyle,et al.  The Rules of Friendship , 1984 .

[7]  R. Sternberg.  A triangular theory of love. , 1986 .

[8]  E. Hatfield,et al.  Love Types and Subjective Well-Being: A Cross-Cultural Study , 2004 .

[9]  Susan S. Hendrick,et al.  Romantic relationships: Love, satisfaction, and staying together. , 1988 .

[10]  J. Lee,et al.  A Typology of Styles of Loving , 1977 .

[11]  C. W. Park,et al.  The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands , 2005 .

[12]  Naresh K. Malhotra,et al.  A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts , 1981 .

[13]  R. Sternberg,et al.  The Psychology of Love , 1988 .

[14]  Elaine Hatfield.  Passionate and companionate love. , 1988 .

[15]  Yun-Oh Whang,et al.  Falling in Love With a Product: the Structure of a Romantic Consumer-Product Relationship , 2004 .

[16]  Gordon L. Fullerton,et al.  The Impact of Brand Commitment on Loyalty to Retail Service Brands , 2009 .

[17]  D. Merunka,et al.  The Feeling of Love Toward a Brand: Concept and Measurement , 2009 .

[18]  J. Jacoby,et al.  Brand Loyalty: Measurement and Management , 1978 .

[19]  Robert J. Sternberg,et al.  Construct validation of a triangular love scale , 1997 .

[20]  Susan S. Hendrick,et al.  A theory and method of love. , 1986 .

[21]  E. Hatfield,et al.  Measuring passionate love in intimate relationships. , 1986, Journal of adolescence.