The Feeling of Love Toward a Brand: Concept and Measurement

Noel Albert, CERAG and WESFORD, France
Dwight Merunka, University Paul Cezanne Aix-Marseille (IAE - CERGAM) and Euromed Marseille, France
Pierre Valette-Florence, IAE and CERAG, France
This research presents the stages of the construction of a new brand love scale. This scale is made of seven first order dimensions (Intimacy, Dream, Duration, Memories, Uniqueness, Idealization and Pleasure) and two second order dimensions (Affection and Passion). Those two second order dimensions are notably consistent with interpersonal love studies in social psychology and neuroscience. Scale’s reliability and validity are satisfactory. Finally, the managerial intest of the instrument is demonstrated by testing its link with three other constructs. Results indicate that brand passion is link to positive word of mouth, brand affection to trust and loyalty.
[ to cite ]:
Noel Albert, Dwight Merunka, and Pierre Valette-Florence (2009) ,"The Feeling of Love Toward a Brand: Concept and Measurement", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 300-307.