|
|||||
|
|
Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter |
|
| Authors: | Aaron Ahuvia Richard P Bagozzi Rajeev Batra |
| Institution: | 1. College of Business, University of Michigan-Dearborn, Fairlane Center South, 19000 Hubbard Drive, Dearborn, MI, 48126, USA 2. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI, 48109, USA 3. Clinical, Social and Administrative Sciences, College of Pharmacy, University of Michigan, 701 Tappan Street, Ann Arbor, MI, 48109, USA |
| Abstract: | Rossiter (Marketing Lett 23: 905–916, 2012) provides a critique of the brand love measure from Batra et al. (J Marketing 76: 1–16, 2012) and offers a new measure of brand love to be used in its stead. In this reply, we argue that our measure is more consistent with the best available understanding on love and brand love. We also note several serious problems in the underlying definition of love used by Rossiter and problems in the way his definition is operationalized in his measure. |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ | |