The Feeling of Love Toward a Brand: Concept and Measurement
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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University
Featured
Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg
Featured
Meat the Needs: Ahold Delhaize Sustainable Retailing Model
Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA