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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Measuring the Love Feeling for a Brand using Interpersonal Love Items
Author(s): Noel Albert, Pierre Valette-Florence
Citation: Noel Albert, Pierre Valette-Florence, (2010) "Measuring the Love Feeling for a Brand using Interpersonal Love Items, Vol. 5, Iss. 1, pp. 57 - 63
Article Type: Research paper
Publisher: North American Business Press
Abstract:
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.
