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
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.