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.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale 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)
• This brand makes me very happy.
• I love this brand!
• I have no particular feelings about this brand. (R)
• This brand is a pure delight.
• I am passionate about this brand.
• I'm very attached to this brand.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

(R)=reverse-scored. Score = mean. Higher = stronger brand love. Brand love is highest for hedonic, identity-expressive, and luxury brands. Brand love is a stronger predictor of positive WOM and brand forgiveness than brand satisfaction alone. Carroll & Ahuvia's 10-item scale is the most widely cited; Batra et al. (2012) offer a more comprehensive multidimensional model.

Recommended companion scales

Citation

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

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