Marketing & consumer behavior
Brand love scale: what it is and how to measure it
- Concept
- Brand Love
- Field
- Marketing & consumer behavior
- Scales in the library
- 1
- Items
- 6
Carroll and Ahuvia (2006) define brand love as the degree of passionate emotional attachment a satisfied customer has for a particular brand. It is stronger than ordinary liking and is often placed between brand experience and loyalty or word of mouth. In Vietnam, the concept fits topics on fashion, cosmetics, phones, coffee chains and iconic brands.
Comparing the scales
| Scale | Author (year) | Items | Response format | When to use it |
|---|---|---|---|---|
| Brand Love (BL) Brand love scale | Carroll & Ahuvia (2006) | 6 | Likert 5-point | 6 items, unidimensional, 5- or 7-point scale. |
Items of each scale
Original English wording from the published source. Replace placeholders such as [system] or
[brand] with what your study is about, and pilot the questionnaire with 20 to 30 respondents first.
Brand Love (BL) · Brand love scale
| Code | Item |
|---|---|
| BL1 | This is a wonderful brand. |
| BL2 | This brand makes me feel good. |
| BL3 | I love this brand! |
| BL4 | This brand is totally awesome. |
| BL5 | This brand makes me very happy. |
| BL6 | This brand is a pure delight |
Source: Carroll & Ahuvia (2006). Response scale, licence and APA reference: Brand love scale.
Tips
- Ask about a specific brand the respondent has used; put a screening question at the start of the questionnaire.
- A common model: brand love mediates between brand experience or brand image and loyalty and word of mouth.
- Brand love and loyalty are highly correlated; check HTMT.
- Replace 'this brand' with the brand name in each item for clarity.
Once you have a scale, put the concept in the research model drawer to state your hypotheses, work out the minimum sample size, and after data collection check reliability with the Cronbach's alpha calculator.
Frequently asked questions
How does brand love differ from satisfaction?
Satisfaction is an evaluation after use; brand love is a strong, lasting emotional attachment, usually found only in some satisfied customers.
What outcomes does brand love usually lead to?
Brand loyalty, positive word of mouth, and willingness to pay a higher price.
How many items does the scale have?
The version used on this site has 6 items, unidimensional.
References
- Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2