Development and Validation of Two New Brand Love Scales

By Noël Albert, Dwight Merunka, Pierre Valette-Florence

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


  • brand
  • love
  • scale
  • brand loyalty
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