Brand love measurement scale development: an inter-cultural analysis
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 29 November 2019
Issue publication date: 23 June 2020
Abstract
Purpose
The main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across different cultures.
Design/methodology/approach
An integrative model of brand love was first developed and then data was collected through an online survey (N = 322) in two countries (the USA and Portugal) with different characteristics (individualistic vs collectivistic). A structural equation model method was followed, including an exploratory factor analysis, confirmatory factor analysis and multi-group analysis to test the set of hypotheses.
Findings
As proposed in the initial model, results indicate that brand love is the result of a dynamic interaction between five integrated emotional dimensions: passionate driven behavior, commitment, affection and connection, consumer-brand identification and brand relationship. The multi-group analysis across countries suggests that the socio-cultural context, namely, the collectivistic vs individualistic nature of the sample, significantly influences the brand love experience.
Originality/value
This is the first brand love measurement scale developed from an etic perspective, encompassing complex and dynamic emotional dimensions that in combination, form the brand love experience. Results indicate that the brand love experience may significantly differ from culture to culture, pointing out the most relevant dimensions in each of the socio-cultural contexts that better predict brand love and its consequences. These findings are particularly relevant for practitioners working on global brand management.
Keywords
Citation
Pontinha, V.M. and Coelho do Vale, R. (2020), "Brand love measurement scale development: an inter-cultural analysis", Journal of Product & Brand Management, Vol. 29 No. 4, pp. 471-489. https://doi.org/10.1108/JPBM-10-2018-2094
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited