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Brand Love Scales
Rick Bagozzi, Rajeev Batra, and Aaron Ahuvia
Working Paper, University of Michigan
October 10, 2014
Copies of this paper may be downloaded from www.brandlovecentral.com
This document contains brand love scales and various other scales of possible interest, see
the table of contents below.
Please cite the brand love scales in this document as
Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2014). Brand Love: Construct Validity, Managerial Utility, and New Conceptual Insights. Working paper. University of Michigan, Ann Arbor, MI.
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HIGHER-ORDER BRAND LOVE FACTOR MODELS .......................................................................................... 1
CURRENT HIGHER-ORDER BRAND LOVE FACTOR MODEL ........................................................................ 1
OLD HIGHER-ORDER BRAND LOVE FACTOR MODEL ................................................................................. 2
Brand love scales: 56 items, 26 items, 13 items, and 6 items ...................................................................... 3
Original brand love scale from JM (2012), 56 items ..................................................................................... 4
Passion-driven behaviors .......................................................................................................................... 5
Passionate desire to use ....................................................................................................................... 5
Willingness to expend resources .......................................................................................................... 6
Things done in the past ......................................................................................................................... 6
Self-brand integration ............................................................................................................................... 7
Desired self-identity .............................................................................................................................. 7
Current self-identity .............................................................................................................................. 7
Life meaning & intrinsic rewards .......................................................................................................... 9
Attitude Strength 1: Frequent thoughts (randomized question order).............................................. 10
Positive emotional connection ............................................................................................................... 11
Intuitive fit (randomized question order) ........................................................................................... 11
Emotional attachment ........................................................................................................................ 11
Positive affect (randomized question order) ...................................................................................... 12
First order factors which were not part of second order factors ........................................................... 13
Long term relationship ........................................................................................................................ 13
Anticipated separation distress .......................................................................................................... 13
Attitude valence (satisfaction) ............................................................................................................ 14
Attitude strength 2 (Certainty and Strength of Evaluations) .............................................................. 15
Other measures used in the study .............................................................................................................. 17
Functional quality of brand ..................................................................................................................... 17
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Loyalty/word of mouth/resistance ......................................................................................................... 17
Brand trust .............................................................................................................................................. 17
Secure attachment style ......................................................................................................................... 18
Explicit statement of love ....................................................................................................................... 18
HIGHER-ORDER BRAND LOVE FACTOR MODELS The current brand love factor model omits the Attitude Strength 2 factor that was included in the model
published in JM 2013. This change was made due to finding from subsequent data collections.
CURRENT HIGHER-ORDER BRAND LOVE FACTOR MODEL
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OLD HIGHER-ORDER BRAND LOVE FACTOR MODEL
Brand Love
Passion-Driven Behaviors Willingness to Invest Resources
Passionate Desire to Use
Things Done in Past (Involvement)
Self-Brand Integration
Life Meaning
Desired Self-identity
Current Self-identity
Attitude Strength 1: Frequent Thoughts
Positive Emotional Connection Intuitive Fit
Emotional Attachment
Positive Affect
Long-term Relationship
Anticipated Separation Distress
Overall Attitude Valence
Attitude Strength 2: Certainty/Confidence
More Abstract
More Concrete
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Brand love scales: 56 items, 26 items, 13 items, and 6 items
All brand love scales in this document are ©copyright (2014) by Aaron Ahuvia, Rajeev Batra
and Richard Bagozzi. The copyright holders grant permission to use these scales in not-for-profit
scientific research free of charge. Commercial use of these scales requires the permission of the
copyright holders who can be reached at [email protected], [email protected], or
The scale used in Batra, Ahuvia, & Bagozzi (2012) had 56 items, and thus was too long to be
used in many situations. In a working paper, we have developed three more-concise scales:
The multi-factor brand love scale (26 items, designated with a 26 in the table below)
The single-factor brand love scale (13 items, designated with a 13 in the table below)
The brand love short scale (6 items, designated with a 6 in the table below).
In this working paper we find that one of the original factors - attitude strength 2 - fails to
consistently correlate with the rest of the scale and we have dropped it from their analysis (see
the Current Higher-Order Brand Love Factor Model in the figure above). This leaves a total of six
core factors, three of which are higher order factors, for a total of 13 factors. The multi-factor
scale uses two items to measure each of the 13 factors and can therefore provide multi-item
estimates of each of the brand love factors (items are indicated with a 26 in table 1). The
single-factor scale takes one item from each of the 13 first-order factors (items are indicated
with a 13 in table 1). This single-factor scale covers the full range of the brand love prototype,
but because it does not provide multiple-item measures of each of the factors, it should be
treated as a single factor scale. The brand love short scale is also a single factor scale, but uses
only one item to measure each of the three higher order brand love factors, even though these
factors contain multiple sub-dimensions.
We recommend using the 26 item scale (as opposed to one of the shorter scales) whenever
possible. Not only does it have superior measurement properties, but it allows you to look
specifically at each of the brand love components.
Response format: Unless otherwise noted, use a 7-point “not at all” to “very much”, with
“moderately” as a mid-point.
Copyright holders are listed here in alphabetical order
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Construct Constituent Items*
Self-Brand Integration
Current Self-Identity 1. Says something true and deep about who you are as a
person26, 13, 6
2. Important part of self how you see yourself26
Desired Self-Identity
1. Makes you look like what you want to look26, 13
2. Makes you feel like how you want to feel26
Life Meaning and
Intrinsic Rewards
1. Does something that makes life more meaningful26, 13
2. Contributes something towards making your life
worth living26
Attitude Strength 1:
Frequent Thoughts
1. Frequently find myself thinking about it26, 13
2. Find that it keeps popping into my head26
Passion-Driven
Behaviors
Willingness to Invest
Resources
1. Willing to spend lot of money improving or fine-
tuning it after buy it 26, 13
2. Willing to spend lot of time improving or fine-tuning
it after buy it 26
Passionate Desire to
Use
1. Feel myself desiring it26, 13, 6
2. Feel a sense of longing to use it26
Things Done in Past
(Involvement)
1. Have interacted a lot with it or the company that
makes it26, 13
2. Have been involved with it in past26
Positive Emotional
Connection
Intuitive Fit 1. Feel a sense of natural fit26, 13
2. Fits tastes perfectly26
Emotional Attachment 1. Emotionally connected26, 13, 6
2. Feel a bond26
Positive Affect
1. Fun26, 13
2. Exciting26
3. (If “fun” and “exciting” aren’t highly relevant to the
brand in question, we recommend choosing more
relevant emotion terms.)
Long-Term Relationship 1. Will be using for a long time26, 13, 6
2. Will be part of life for long time to come26
Anticipated Separation Distress
Suppose (brand) were to go out of existence, to what extent
would you feel…
1. Anxiety26, 13, 6
2. Apprehension26
Attitude Valence
Please express your overall feelings and evaluations towards
(brand)
1. Positive/negative26, 13, 6
2. Favorable/unfavorable26
* All scales ©2014 Aaron Ahuvia, Richard Bagozzi and Rajeev Batra. 26 Multiple-factor 26 item scale. 13 Single-factor 13 item scale. 6 Short 6-item scale.
Original brand love scale from JM (2012), 56 items
This measure is substantively the same as what was used in Batra, R., A.C. Ahuvia
and R. Bagozzi (2012) “Brand Love,” Journal of Marketing, 76, 1-16. However,
some of the non-substantive wording has been revised to make it faster for
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respondents to read. However, now that the 26 item measure is available (see
above), we do not expect this 56 item measure to be widely used.
Passion-driven behaviors
Passionate desire to use
Q8.1 Using the products. To what extent do you feel yourself …
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
longing to wear (focal brand) clothing? (3)
Q8.2 Shopping there. To what extent do you feel yourself …
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
longing to shop at (focal brand)? (3)
Q19.1 To what extent do the following words describe your typical feelings toward (focal brand):
Not at all 1 (1) 2 (2) 3 (3) Moderately 4 (4) 5 (5) 6 (6) Very much 7 (7)
Feeling of Wanting (1)
Sense of Desiring (2
Longing For (3)
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Willingness to expend resources
Q7.1 Of all the appropriate/suitable occasions in the recent past when you could have used (focal brand)
products, how often have you actually done so?
1 None of the appropriate occasions (1)
3 (2)
4 (3)
5 (4)
6 (5)
7 All of the appropriate occasions (6)
Q7.2 To what extent . . .
1 Not at All
(1)
2 (2)
3 (3)
4 Moderate (4)
5 (5)
6 (6)
7 Very Much (7)
…have you have spent a lot of TIME with products from (focal brand) making it them your particular needs? (1)
…are you are willing to spend a lot of MONEY improving and fine-tuning a product from (focal brand) after you buy it? (2)
…you are willing to spend a lot of TIME improving and fine-tuning products from (focal brand) after you buy it? (3)
…have you have invested a lot of time, energy, and/or money in (focal brand) products? (4)
…are you willing to spend a lot of time shopping in order to buy products specifically from (focal brand)? (5)
Things done in the past
Q9.1 To what extent have you…
1 Not at All (1)
2 (2)
3 (3)
4 Moderate (4)
5 (5)
6 (6)
7 Very Much (7)
done a lot of things with (focal brand) in the past? (1)
interacted with (focal brand) in the past? (2)
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Self-brand integration
Desired self-identity
Q5.1 To what extent is (focal brand) is able to . . .
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very Much 7 (7)
make you look like you want to look? (1)
make you feel like you want to feel? (2)
help you present yourself to others as the kind of person you want to be? (3)
Current self-identity
Q4.1 To what extent do you feel that . . .
Not at all 1 (1)
2 (2) 3 (3) Moderately 4 (4)
5 (5) 6 (6) Very much 7
(7)
wearing of (focal brand) says something ‘true’ and ‘deep’ about who you are as a person? (1)
when other people see you wearing (focal brand) products, they get a sense of the kind of person you are? (2
(focal brand) is an important part of how you see yourself? (3)
Q4.2 Please indicate the degree to which your personal identity or self image matches the identity of
(focal brand)
1 Does Not Match Well at All (1)
2 (2)
3 (3)
4 Matches Moderately Well (4)
5 (5)
6 (6)
7 Matches Nearly Perfectly (7)
Q4.3 In the figures below, the circle on the left represents your personal identity and the figure on the
right represents the identity of (focal brand). Please express your sense of the degree of overlap
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between your personal identity and the identity of (focal brand) (Mark the image that best captures
your situation.)
No Overlap (1)
Very Small Overlap (2)
Small Overlap (3)
Moderate Overlap (4)
Much Overlap (5)
Near Complete Overlap (6)
Q4.4 Thinking about the degree of overlap in your mind between your own sense of personal identity,
and the identity of (focal brand) . . .
1 Not at All (1)
2 (2) 3 (3) 4 Moderate (4)
5 (5) 6 (6) 7 Very Much (7)
how much affection do you feel toward (focal brand)?
Q4.5 Imagine for a moment OTHER TYPICAL USERS of (focal brand). Think about the kinds of people they
tend to be. Now, please answer these questions.
1 Not at All (1)
2 (2) 3 (3) 4 Moderate (4)
5 (5) 6 (6) 7 Very Much (7)
How important is it to you to be one of the people who owns (focal brand) products? (1)
To what extent is being someone who uses (focal brand) products an important part of your self-identity? (2)
To what extent is being someone who uses (focal brand) products a rewarding part of your self-identity? (3)
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Life meaning & intrinsic rewards
Q6.1 To what extent is (focal brand) able to . . .
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
do something that makes your life more meaningful? (1)
contribute something towards making your life worth living? (2)
help you experience the kinds of feelings that you desire? (3)
contribute something towards helping you feel your life has purpose? (4)
Q6.2 To what extent is (focal brand) . .
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
inherently important to you, not just a tool to accomplish a goal?
Q6.3 To what extent is your relationship with (focal brand) . . .
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
inherently important to you, not just a tool to accomplish a future goal?
Q6.6 To what extent is the time, effort and money you put into your interactions with (focal brand) . . .
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
more than just an investment for some future benefit?
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Attitude Strength 1: Frequent thoughts (randomized question order)
Q16.1 To what extent do you…
1 Not at All (1)
2 (2)
3 (3)
4 Moderate (4)
5 (5)
6 (6)
7 Very Much (7)
…find yourself thinking about (focal brand)? (1)
…find yourself thinking about wearing (focal brand) clothing? (2)
…find that (focal brand) keeps popping into your head? (3)
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Q16.3 About how often do you . . .
Not at All Strong 1 (1)
2 (2)
3 (3)
Moderately Strong 4 (4)
5 (5)
6 (6)
Extremely Strong 7 (7)
talk to others about (focal brand)? (1)
have thoughts about (focal brand)? (2)
Positive emotional connection
Intuitive fit (randomized question order)
Q10.1 How strong are your feelings of liking toward (focal brand)?
1 Not Strong at All (1)
2 (2)
3 (3)
4 Moderately Strong (4)
5 (5)
6 (6)
7 Very Strong (7)
Q10.2 Please express the extent to which
1 Not at All (1)
2 (2)
3 (3)
4 Moderate (4)
5 (5)
6 (6)
7 Very Much (7)
…you feel psychologically comfortable wearing (focal brand)? (1)
…(focal brand) seems to meet your own needs perfectly? (2)
…you feel there is a natural “fit” between you and (focal brand)? (3)
…when you first encountered (focal brand), you felt “yes, this is what I’ve been looking for”? (4)
…(focal brand) seems to fit your own tastes perfectly? (5)
…when you first encountered (focal brand), it just felt “right” to you? (6)
…right now, (focal brand) just feels “right” to you? (7)
Emotional attachment
Q11.1 Please express the extent to which…
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Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
you feel emotionally connected to (focal brand)? (1)
(focal brand) feels like an old friend ? (2)
feel you have a “bond” with (focal brand)? (3)
Positive affect (randomized question order)
Q12.1 To what extent do the following words describe your typical feelings toward (focal brand)?
Not at all 1 (1) 2 (2) 3 (3) Moderately 4 (4) 5 (5) 6 (6) Very much 7 (7)
Contented (1)
Relaxed (2)
Q12.2 To what extent do you feel that (focal brand)
Not at all 1 (1) 2 (2) 3 (3) Moderately 4 (4) 5 (5) 6 (6) Very much 7 (7)
... is fun? (1)
... is exciting? (2)
…is pleasantly calming? (3)
…helps you relax? (4)
Q12.3 How pleasurable is the experience of:
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
... owning and wearing (focal brand) clothing? (1)
... shopping at (focal brand)? (2)
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First order factors which were not part of second order factors
Long term relationship
Q13.1 Please express the extent to which you…
Not at all 1 (1)
2 (2)
3 (3)
Moderately 4 (4)
5 (5)
6 (6)
Very much 7 (7)
believe that you will be wearing (focal brand) for a long time? (1)
expect that (focal brand) will be a part of your life for a long time to come? (2)
feel a sense of long-term commitment to (focal brand)? (3)
Anticipated separation distress
Q14.1 Suppose (focal brand) were to go out of existence, to what extent would you feel:
1 Not at All (1) 2 (2) 3 (3) 4 Moderate (4) 5 (5) 6 (6) 7 Very Much (7)
Anxiety (1)
Apprehension (2)
Worry (3)
Fear (4)
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Attitude valence (satisfaction)
Q15.1 The word “satisfaction” includes many things. Consider all your experiences to date with (focal
brand), how satisfied are you?
1 Very Dissatisfied (1)
2 (2)
3 (3)
4 (4)
5 (5)
6 (6)
7 (7)
8 (8)
9 (9)
10 Very Satisfied (10)
How satisfied?
Q15.2 Considering all of the expectations that you have when you purchase clothing, to what extent has
(focal brand) fallen short of your expectations or exceeded your expectations?
1 Fallen Short of Expectations (1)
2 (2)
3 (3)
4 (4)
5 (5)
6 (6)
7 (7)
8 (8)
9 (9)
10 Exceeded My Expectations (10)
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Q15.3 Forget about (focal brand) for a moment, and imagine an ideal product of the same type. How
well do you think (focal brand) compares with that ideal product?
1 Not Very Close to Ideal (1)
2 (2)
3 (3)
4 (4)
5 (5)
6 (6)
7 (7)
8 (8)
9 (9)
10 Very Close to Ideal (10)
Q15.4 To what extent do the following words describe your typical feelings toward (focal brand)?
Not at all 1 (1) 2 (2) 3 (3) Moderately 4 (4) 5 (5) 6 (6) Very much 7 (7)
Liking
Q15.5 On the following scales, please express your overall feelings and evaluations towards (focal
brand) Outiftters:
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Dislike:Like (1)
Bad:Good (2)
Negative:Positive (3)
Unfavorable:Favorable (4)
Attitude strength 2 (Certainty and Strength of Evaluations)
[Note. The original attitude strength measure was taken from Krosnick, Jon A., David S. Boninger, Yao C.
Chuang, Matthew K. Berent, and Catherine G. Carnot (1993), “Attitude Strength: One Construct or Many
Related Constructs?” Journal of Personality and Social Psychology, 65 (6), 1132-51. In our analysis, this
construct was revealed to contain two factors. The first factor (Attitude Strength 1) became part of self-
brand integration. Attitude Strength 2 is below. However, Attitude Strength 2 has not worked well in
subsequent research, and is likely to be dropped from the brand love model.]
Q17.2 How CERTAIN are you of these overall feelings and evaluations you just gave above?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Not Certain at All:Extremely Certain (1)
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Q17.3 How much CONFIDENCE do you have in these overall feelings and evaluations you just gave
above?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Not Confident at All:Extremely Confident (1)
Q17.4 How STRONGLY do you hold these overall feelings and evaluations you just gave above?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Not Strongly At All:Extremely Strongly (1)
Q17.5 How INTENSE are these overall feelings and evaluations you just gave above?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Not Intense At All:Extremely Intense (1)
Q17.6 How easily or quickly do these “overall evaluations or feelings” come to mind when you think
about (focal brand)?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Not Quickly At All:Extremely Quickly (1)
Q17.7 Would you say that that your feelings about (focal brand) are STRONGLY on one side or the
other, OR would you say your feelings are “mixed” and “conflicted”?
1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)
Strongly on One Side or The Other:Mixed and Conflicted (1)
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Other measures used in the study
Functional quality of brand
I believe American Eagle products…
1. Have functional quality.
2. Are practical.
3. Are well made.
7-point “not at all” to “very much”, with “moderately” as a mid-point.
Loyalty/word of mouth/resistance 1. How would you describe your loyalty toward American Eagle?
7-point “very weak” to “very strong”
2. If you were shopping again for this kind of product/service, would you…
7-point “definitely not buy American Eagle Outfitters again” to “definitely would buy American
Eagle Outfitters again”.
3. If you heard something bad about American Eagle Outfitters, to what extent would you
question those statements, in your own mind?
7-point “not at all” to “very much”.
4. How often have you found yourself saying positive things about American Eagle, to other
people?
7-point “never” to “very often”.
Brand trust Please express below, for each question asked about American Eagle Outfitters, the extent to
which the statements apply…
1. I trust American Eagle Outfitters.
2. American Eagle Outfitters meets my expectations.
3. I feel confidence in American Eagle Outfitters.
4. American Eagle Outfitters is a brand name that never disappoints me.
5. The American Eagle Outfitters brand name guarantees satisfaction.
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6. If I had a complaint related to American Eagle Outfitters or one of their products, they
would be honest and sincere in addressing my concerns.
7. If I had a problem related to American Eagle Outfitters or one of their products, I could
rely on them to solve it.
8. American Eagle Outfitters would make every effort to satisfy me.
9. If I had a problem related to American Eagle Outfitters or one of their products which
could not readily be resolved, they would compensate me in some way for the problem.
5-point “completely disagree” to “completely agree” scale.
Secure attachment style Please express below for each question asked, how you feel it describes you.
1. I often discuss my problems and concerns with others.
2. I turn to others in times of need.
3. I seek out others for comfort and reassurance.
4. I enjoy giving support to others.
5. Others seek me out for support and comfort in times of need.
7-point “does not describe me at all” to “describes me very, very well” scale, with “describes me
moderately well” as a mid-point.
Explicit statement of love Q20.1 Overall, how much do you "love" (focal brand)? )
1 Not at All (1)
2 (2)
3 (3)
3 (4)
4 (5)
5 (6)
6 (7)
7 (8)
8 (9)
9 (10)
10 Very Much (11)
