Development and Validation of Two New Brand Love Scales

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Auteurs
Date

2010

Type de document
Périmètre
Langue
Identifiant
Source

Innovations

Collection

Cairn.info

Organisation

Cairn

Licence

Cairn

Mots-clés En

brand loyalty love scale brand

Sujets proches En

Affection

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Noël Albert et al., « Development and Validation of Two New Brand Love Scales », Innovations, ID : 10670/1.eca834...

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This article presents two new brand love scales. The first scale integrates items from exploratory studies in marketing and items from interpersonal love scale. This scale is made of six first-order dimensions (idealization, intimacy, pleasure, dream, memories and unicity) and two second-order dimensions (passion and affection). The second scale proposed by the research is only made of interpersonal items measured against two dimensions (passion and affection). Those two scales are really distinct: only two items are present on the two scales. Finally, their predictive validities are compared with respect to brand loyalty. JEL codes: M31, M14

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