Professional Documents
Culture Documents
Love Scales
Rick Bagozzi, Rajeev Batra, and Aaron Ahuvia
Working Paper, University of Michigan
September 29, 2013
Copies of this paper may be downloaded from www.brandlovecentral.com
This document contains a 26 item brand love scale, a 13 item short scale, a 6 item mini
scale, and the complete 56 item brand love measure used in Batra, Ahuvia and Bagozzi
(2013 JM). In most situations, the 26 item scale is the best option. It is more practical than
the 56 item measure, yet still has good measurement properties. Importantly, the 26 item
scale also allows researchers to pinpoint the strength of a brand on each separated
component of brand love, and uncover the important relationships between the subscales.
This document also contains 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. (2013). Brand Love: Development of an Operational
Scale and Answers to Unaddressed Questions. Working paper. University of Michigan,
Ann Arbor, MI.
HIGHERORDERBRANDLOVEFACTORMODELS..........................................................................................1
CURRENTHIGHERORDERBRANDLOVEFACTORMODEL........................................................................1
OLDHIGHERORDERBRANDLOVEFACTORMODEL.................................................................................2
Brandlovescale,26items............................................................................................................................3
Brandloveshortscale,13items...................................................................................................................5
Brandloveminiscale,6items......................................................................................................................6
OriginalbrandlovescalefromJM(2012),56items.....................................................................................8
Passiondrivenbehaviors..........................................................................................................................8
Passionatedesiretouse.......................................................................................................................8
Willingnesstoexpendresources..........................................................................................................9
Thingsdoneinthepast.........................................................................................................................9
Selfbrandintegration.............................................................................................................................10
Desiredselfidentity............................................................................................................................10
Currentselfidentity............................................................................................................................10
Lifemeaning&intrinsicrewards........................................................................................................12
AttitudeStrength1:Frequentthoughts(randomizedquestionorder)..............................................13
Positiveemotionalconnection...............................................................................................................14
Intuitivefit(randomizedquestionorder)...........................................................................................14
Emotionalattachment........................................................................................................................14
Positiveaffect(randomizedquestionorder)......................................................................................15
Firstorderfactorswhichwerenotpartofsecondorderfactors...........................................................16
Longtermrelationship........................................................................................................................16
Anticipatedseparationdistress..........................................................................................................16
Attitudevalence(satisfaction)............................................................................................................17
Attitudestrength2(CertaintyandStrengthofEvaluations)..............................................................18
Othermeasuresusedinthestudy..............................................................................................................20
Functionalqualityofbrand.....................................................................................................................20
Loyalty/wordofmouth/resistance.........................................................................................................20
Brandtrust..............................................................................................................................................20
Secureattachmentstyle.........................................................................................................................21
Explicitstatementoflove.......................................................................................................................21
WillingnesstoInvestResources
ThingsDoneinPast(Involvement)
DesiredSelfidentity
SelfBrandIntegration
CurrentSelfidentity
LifeMeaning
AttitudeStrength1:
FrequentThoughts
Brand
Love
IntuitiveFit
PositiveEmotionalConnection
EmotionalAttachment
PositiveAffect
LongtermRelationship
AnticipatedSeparationDistress
OverallAttitudeValence
AttitudeStrength2:
Certainty/Confidence
More
Abstract
More
Concrete
Items
Self-brand
integration
Current Self-Identity
Desired self-identity
Attitude strength
(frequent thoughts)
Passion-Driven
Behaviors
Passionate desire to use
Willingness to invest
resources
To what extent
1. are you willing to spend a lot of MONEY improving and finetuning a product from American Eagle Outfitters after you buy
it?
2. are you willing to spend a lot of TIME improving and finetuning a product from American Eagle Outfitters after you buy
it?
Positive Emotional
Connection
Intuitive fit
Emotional attachment
Positive affect
Long-term
relationship
Anticipated
separation distress
1. anxiety?
2. apprehension?
Attitude valence
(liking)
negative
1
favorable
unfavorable
1
Items
Self-brand
integration
Current Self-Identity
Desired self-identity
Attitude strength
(frequent thoughts)
Passion-Driven
Behaviors
Passionate desire to use
Willingness to invest
resources
To what extent
Positive Emotional
Connection
Intuitive fit
Emotional attachment
Positive affect
Long-term
relationship
Anticipated
separation distress
11. believe that you will be wearing American Eagle Outfitters for
a long time?
12. anxiety?
Attitude valence
(liking)
Items
Self-brand
integration
Current Self-Identity
Passion-Driven
Behaviors
Passionate desire to use
Positive Emotional
Connection
Emotional attachment
Long-term
relationship
Anticipated
separation distress
5. anxiety?
Attitude valence
(liking)
Notatall1
(1)
longingtowear(focalbrand)
clothing?(3)
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch7
(7)
Q8.2Shoppingthere.Towhatextentdoyoufeelyourself
Notatall1
(1)
longingtoshopat(focalbrand)?
(3)
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch7
(7)
Q19.1Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand):
Notatall1(1) 2(2)
3(3)
Moderately4(4)
5(5)
6(6) Verymuch7(7)
FeelingofWanting(1)
SenseofDesiring(2
LongingFor(3)
1Noneoftheappropriateoccasions(1)
3(2)
4(3)
5(4)
6(5)
7Alloftheappropriateoccasions(6)
Q7.2Towhatextent...
1Not
atAll
(1)
2
(2)
3
(3)
4Moderate
(4)
5
(5)
6
(6)
7Very
Much(7)
haveyouhavespentalotofTIMEwithproducts
from(focalbrand)makingitthemyourparticular
needs?(1)
areyouarewillingtospendalotofMONEY
improvingandfinetuningaproductfrom(focal
brand)afteryoubuyit?(2)
youarewillingtospendalotofTIMEimproving
andfinetuningproductsfrom(focalbrand)after
youbuyit?(3)
haveyouhaveinvestedalotoftime,energy,
and/ormoneyin(focalbrand)products?(4)
areyouwillingtospendalotoftimeshoppingin
ordertobuyproductsspecificallyfrom(focal
brand)?(5)
1NotatAll
(1)
2
(2)
3
(3)
donealotofthingswith(focalbrand)in
thepast?(1)
interactedwith(focalbrand)inthe
past?(2)
4Moderate
(4)
5
(5)
6
(6)
7VeryMuch
(7)
Selfbrand integration
Desired selfidentity
Q5.1Towhatextentis(focalbrand)isableto...
Notatall
1(1)
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
VeryMuch
7(7)
makeyoulooklikeyouwanttolook?(1)
makeyoufeellikeyouwanttofeel?(2)
helpyoupresentyourselftoothersasthe
kindofpersonyouwanttobe?(3)
Current selfidentity
Q4.1Towhatextentdoyoufeelthat...
Notat
all1(1)
2(2)
3(3)
Moderately
4(4)
5(5)
6(6)
Very
much7
(7)
wearingof(focalbrand)says
somethingtrueanddeep
aboutwhoyouareasa
person?(1)
whenotherpeopleseeyou
wearing(focalbrand)
products,theygetasenseof
thekindofpersonyouare?
(2
(focalbrand)isanimportant
partofhowyousee
yourself?(3)
Q4.2Pleaseindicatethedegreetowhichyourpersonalidentityorselfimagematchestheidentityof
(focalbrand)
1DoesNotMatchWellatAll(1)
2(2)
3(3)
4MatchesModeratelyWell(4)
5(5)
6(6)
7MatchesNearlyPerfectly(7)
Q4.3Inthefiguresbelow,thecircleontheleftrepresentsyourpersonalidentityandthefigureonthe
rightrepresentstheidentityof(focalbrand).Pleaseexpressyoursenseofthedegreeofoverlap
10
betweenyourpersonalidentityandtheidentityof(focalbrand)(Marktheimagethatbestcaptures
yoursituation.)
NoOverlap(1)
VerySmallOverlap(2)
SmallOverlap(3)
ModerateOverlap(4)
MuchOverlap(5)
NearCompleteOverlap(6)
Q4.4Thinkingaboutthedegreeofoverlapinyourmindbetweenyourownsenseofpersonalidentity,
andtheidentityof(focalbrand)...
howmuchaffectiondoyoufeel
toward(focalbrand)?
1NotatAll
(1)
2(2)
3(3)
4Moderate
(4)
5(5)
6(6)
7V
Muc
Q4.5ImagineforamomentOTHERTYPICALUSERSof(focalbrand).Thinkaboutthekindsofpeoplethey
tendtobe.Now,pleaseanswerthesequestions.
1NotatAll
(1)
2(2)
3(3)
4Moderate
(4)
5(5)
6(6)
Howimportantisittoyoutobe
oneofthepeoplewhoowns(focal
brand)products?(1)
Towhatextentisbeingsomeone
whouses(focalbrand)productsan
importantpartofyourself
identity?(2)
Towhatextentisbeingsomeone
whouses(focalbrand)productsa
rewardingpartofyourself
identity?(3)
11
Life meaning & intrinsic rewards
Q6.1Towhatextentis(focalbrand)ableto...
Notat
all1(1)
2
(2)
3
(3)
dosomethingthatmakesyourlifemore
meaningful?(1)
Moderately4
(4)
5
(5)
6
(6)
Very
much7(7)
contributesomethingtowardsmaking
yourlifeworthliving?(2)
helpyouexperiencethekindsof
feelingsthatyoudesire?(3)
contributesomethingtowardshelping
youfeelyourlifehaspurpose?(4)
Q6.2Towhatextentis(focalbrand)..
Notatall
1(1)
inherentlyimportanttoyou,notjusta
tooltoaccomplishagoal?
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch
7(7)
Q6.3Towhatextentisyourrelationshipwith(focalbrand)...
Notatall
1(1)
inherentlyimportanttoyou,notjustatool
toaccomplishafuturegoal?
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch
7(7)
Q6.6Towhatextentisthetime,effortandmoneyyouputintoyourinteractionswith(focalbrand)...
Notatall
1(1)
morethanjustaninvestmentforsome
futurebenefit?
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch
7(7)
12
1Notat
All(1)
2
(2)
3
(3)
4Moderate
(4)
5
(5)
6
(6)
7Very
Much(7)
findyourselfthinkingabout(focal
brand)?(1)
findyourselfthinkingaboutwearing
(focalbrand)clothing?(2)
findthat(focalbrand)keepspopping
intoyourhead?(3)
13
Q16.3Abouthowoftendoyou...
NotatAll
Strong1(1)
2
(2)
3
(3)
Moderately
Strong4(4)
5
(5)
6
(6)
Extremely
Strong7(7)
talktoothersabout
(focalbrand)?(1)
havethoughtsabout
(focalbrand)?(2)
1NotStrongatAll(1)
2(2)
3(3)
4ModeratelyStrong(4)
5(5)
6(6)
7VeryStrong(7)
Q10.2Pleaseexpresstheextenttowhich
1Notat
All(1)
2
(2)
3
(3)
4Moderate
(4)
5
(5)
6
(6)
7Very
Much(7)
youfeelpsychologicallycomfortablewearing
(focalbrand)?(1)
(focalbrand)seemstomeetyourownneeds
perfectly?(2)
youfeelthereisanaturalfitbetweenyou
and(focalbrand)?(3)
whenyoufirstencountered(focalbrand),you
feltyes,thisiswhatIvebeenlookingfor?(4)
(focalbrand)seemstofityourowntastes
perfectly?(5)
whenyoufirstencountered(focalbrand),it
justfeltrighttoyou?(6)
rightnow,(focalbrand)justfeelsrightto
you?(7)
Emotional attachment
Q11.1Pleaseexpresstheextenttowhich
14
Notatall
1(1)
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch
7(7)
youfeelemotionallyconnectedto
(focalbrand)?(1)
(focalbrand)feelslikeanoldfriend?
(2)
feelyouhaveabondwith(focal
brand)?(3)
Moderately4(4)
5(5)
6(6)
Verymuch7(7)
Contented(1)
Relaxed(2)
Q12.2Towhatextentdoyoufeelthat(focalbrand)
Notatall1(1)
2(2)
3(3)
Moderately4(4)
5(5)
6(6) Verymuch7(7)
...isfun?(1)
...isexciting?(2)
ispleasantlycalming?(3)
helpsyourelax?(4)
Q12.3Howpleasurableistheexperienceof:
Notatall1
(1)
2
(2)
3
(3)
Moderately4
(4)
5
(5)
6
(6)
Verymuch7
(7)
...owningandwearing(focalbrand)
clothing?(1)
...shoppingat(focalbrand)?(2)
15
First order factors which were not part of second order factors
Long term relationship
Q13.1Pleaseexpresstheextenttowhichyou
Notat
all1(1)
2
(2)
3
(3)
believethatyouwillbewearing(focalbrand)
foralongtime?(1)
Moderately4
(4)
5
(5)
6
(6)
Verymuch
7(7)
expectthat(focalbrand)willbeapartof
yourlifeforalongtimetocome?(2)
feelasenseoflongtermcommitmentto
(focalbrand)?(3)
4Moderate(4)
5(5)
6(6)
7VeryMuch(7)
Anxiety(1)
Apprehension(2)
Worry(3)
Fear(4)
16
1VeryDissatisfied
(1)
How
satisfied?
2
(2)
3
(3)
4
(4)
5
(5)
6
(6)
7
(7)
8
(8)
9
(9)
10VerySatisfied
(10)
Q15.2Consideringalloftheexpectationsthatyouhavewhenyoupurchaseclothing,towhatextenthas
(focalbrand)fallenshortofyourexpectationsorexceededyourexpectations?
1FallenShortofExpectations(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
8(8)
9(9)
10ExceededMyExpectations(10)
17
Q15.3Forgetabout(focalbrand)foramoment,andimagineanidealproductofthesametype.How
welldoyouthink(focalbrand)compareswiththatidealproduct?
1NotVeryClosetoIdeal(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
8(8)
9(9)
10VeryClosetoIdeal(10)
Q15.4Towhatextentdothefollowingwordsdescribeyourtypicalfeelingstoward(focalbrand)?
Liking
5(5)
6(6)
Verymuch7(7)
Q15.5Onthefollowingscales,pleaseexpressyouroverallfeelingsandevaluationstowards(focal
brand)Outiftters:
4(4)
5(5)
6(6)
7(7)
Dislike:Like(1)
Bad:Good(2)
Negative:Positive(3)
Unfavorable:Favorable(4)
1(1)
NotCertainatAll:ExtremelyCertain(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
18
Q17.3HowmuchCONFIDENCEdoyouhaveintheseoverallfeelingsandevaluationsyoujustgave
above?
NotConfidentatAll:ExtremelyConfident(1)
1(1)
2(2)
3(3)
4(4)
5(5)
6(6) 7(7)
Q17.4HowSTRONGLYdoyouholdtheseoverallfeelingsandevaluationsyoujustgaveabove?
1(1)
NotStronglyAtAll:ExtremelyStrongly(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
Q17.5HowINTENSEaretheseoverallfeelingsandevaluationsyoujustgaveabove?
1(1)
NotIntenseAtAll:ExtremelyIntense(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
Q17.6Howeasilyorquicklydotheseoverallevaluationsorfeelingscometomindwhenyouthink
about(focalbrand)?
1(1)
NotQuicklyAtAll:ExtremelyQuickly(1)
2(2)
3(3)
4(4)
5(5)
6(6)
7(7)
Q17.7Wouldyousaythatthatyourfeelingsabout(focalbrand)areSTRONGLYononesideorthe
other,ORwouldyousayyourfeelingsaremixedandconflicted?
1(1)
2(2)
3(3)
7(7)
StronglyonOneSideorTheOther:MixedandConflicted(1)
19
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.
2.
3.
4.
5.
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.
1.
2.
3.
4.
5.
7-point does not describe me at all to describes me very, very well scale, with describes me
moderately well as a mid-point.
1NotatAll(1)
2(2)
3(3)
3(4)
4(5)
5(6)
6(7)
7(8)
8(9)
9(10)
10VeryMuch(11)
21