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 More

Featured

R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA

Read More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.