Identifying a suitable short form to assess Brand Love

Abstract Numerous Brand Love (BL) measures exist, with arguably the most comprehensive developed by Batra et al. (2012). Bagozzi et al. (2017) subsequently derived three short forms from the original measure, comprising 6, 13, and 26 items. The current study provides researchers with clarity in selecting a short form by assessing the factorial validity, reliability, convergent, and criterion-related validity of the three BL short forms in community and student samples. Each short form was reliable and valid, as were the 13 BL subdimensions comprising the 26-item measure. With minor modifications, the 6-item measure provided better model fit than the 13-item measure. The 26-item measure provided adequate model fit when the three second-order factors proposed by Batra et al. were excluded from the model. Overall, the 26-item measure is recommended, particularly for researchers who wish to investigate the unique contribution of each subdimension. If survey space is limited and study aims support investigating BL as a global construct, the 6-item measure is a viable option.