Scale library · Marketing & branding
Brand love scale: Carroll & Ahuvia (2006)
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 factors and loyalty, word of mouth or engagement. The 6-item version here was used by Attiq et al. (2022) in a model of brand coolness and customer happiness. It suits theses on fashion, cosmetics, phones, coffee chains and other iconic brands.
Cite the original, not the blog.
- Model or scale: BL
- Constructs: 1
- Items: 6
Original English items
Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.
Brand Love (BL, 6 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| BL1 | This is a wonderful brand. | No |
| BL2 | This brand makes me feel good. | No |
| BL3 | I love this brand! | No |
| BL4 | This brand is totally awesome. | No |
| BL5 | This brand makes me very happy. | No |
| BL6 | This brand is a pure delight | No |
Response scale
5-point Likert scale (1 = Strongly disagree … 5 = Strongly agree), as in Attiq et al. (2022); Do et al. (2022) used 7 points.
Licence and permission
The items are published in academic articles and reproduced in open-access articles; we found no specific terms of use from the authors. Cite Carroll and Ahuvia (2006) and the article you took the wording from.
Sources (APA 7)
- Attiq, S., Abdul Hamid, A. B., Khokhar, M. N., Shah, H. J., & Shahzad, A. (2022). "Wow! It's cool": How brand coolness affects the customer psychological well-being through brand love and brand engagement. Frontiers in Psychology, 13, 923870. https://doi.org/10.3389/fpsyg.2022.923870
- 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
- Do, C., Brison, N. T., Park, J., & Lee, H.-W. (2022). Social identity complexity, corporate social responsibility, and brand love of multiple leagues in professional sport. Frontiers in Psychology, 13, 861656. https://doi.org/10.3389/fpsyg.2022.861656
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Vietnamese translation
A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.