Brand Love Scale

What it measures

Measures the passionate emotional attachment consumers develop toward brands they love — an intense, positive, active emotional bond that goes beyond mere satisfaction or preference. Brand love includes elements of passion, attachment, positive evaluation, positive emotions, and declarations of love. Strong predictor of brand loyalty, willingness to pay premiums, and active brand advocacy.

Representative items

• This is a wonderful brand.
• This brand makes me feel good.
• This brand is totally awesome.
• I have neutral feelings about this brand. (R)
• I love this brand.

Citation

Carroll, B.A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.