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Understanding and measuring romantic brand love

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Abstract:

This research aims to conceptualise and measure consumers' romantic love feelings for brands. In doing so, it conceptualises romantic brand love based on reviewing prior literature on interpersonal and consumptio n emotion. The antecedents and consequences of romantic brand love constructs have been identified. A series of studies developed and validated a two-factor, eight-item measurement scale for romantic brand love using factor analysis and structural equation modelling. Reliability, convergent, discriminant, criterion and nomological validities were established. Romantic brand love is a reliable and valid construct that better explains desirable marketing outcomes. Both academic and practical implications of the romantic brand love construct have been discussed.
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