Brand love: development and validation of a practical scale

By Richard P. Bagozzi, R. Batra, Aaron C. Ahuvia. Marketing letters, 2016

365 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/0a90f848957f316829da41d17f7bdfa89ad63c01

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In Marketing

1. Chao-Chin Huang

In Organizational Behavior and Human Resource Management

1. Chao-Chin Huang

In Sociology and Political Science

1. Chao-Chin Huang

Citations in the corpus

• The impacts of brand experiences on brand loyalty: mediators of brand love and trust (2017, background): “Second, brand love, in this study, is defined as the short-term emotion (Carroll and Ahuvia, 2006), however, it is a higher-order construct with multiple and complex emotions (Albert et al., 2009; Bagozzi et al., 2016; Batra et al., 2012).”
• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, neutral): “In comparison, it is relatively recent that love has been researched in the context of customer-brand relationships (e.g., Bagozzi et al., 2017; Kaufmann et al., 2016).”