Brand love measurement scale development: an inter-cultural analysis

Vasco M. Pontinha*, Rita Coelho do Vale

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


Purpose: The main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across different cultures. Design/methodology/approach: An integrative model of brand love was first developed and then data was collected through an online survey (N = 322) in two countries (the USA and Portugal) with different characteristics (individualistic vs collectivistic). A structural equation model method was followed, including an exploratory factor analysis, confirmatory factor analysis and multi-group analysis to test the set of hypotheses. Findings: As proposed in the initial model, results indicate that brand love is the result of a dynamic interaction between five integrated emotional dimensions: passionate driven behavior, commitment, affection and connection, consumer-brand identification and brand relationship. The multi-group analysis across countries suggests that the socio-cultural context, namely, the collectivistic vs individualistic nature of the sample, significantly influences the brand love experience. Originality/value: This is the first brand love measurement scale developed from an etic perspective, encompassing complex and dynamic emotional dimensions that in combination, form the brand love experience. Results indicate that the brand love experience may significantly differ from culture to culture, pointing out the most relevant dimensions in each of the socio-cultural contexts that better predict brand love and its consequences. These findings are particularly relevant for practitioners working on global brand management.
Original languageEnglish
Pages (from-to)471-489
Number of pages19
JournalJournal of Product and Brand Management
Issue number4
Publication statusPublished - 23 Jun 2020


  • Brand love
  • Consumer behaviour
  • Consumer-brand relationship
  • Inter-cultural comparison
  • Scale development


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