This article provides a new, C-OAR-SE-based, contrastive measure that distinguishes “brand love” from “brand liking.” The new measure is tested in an empirical study conducted among German university students about brands of products that they buy in four diverse product categories. From...

In a recent article in this Journal, S. Vargo, the service-dominant logic theorist, makes the unarguable claim that "What is needed is a <i>true science of service</i> (Vargo and Akaka, <i>Service Science</i>, 2009, p. 39, emphasis in original). To constitute a true science of service, services research must...