Rossiter (Marketing Lett 23: 905–916, <CitationRef CitationID="CR28">2012</CitationRef>) provides a critique of the brand love measure from Batra et al. (J Marketing 76: 1–16, <CitationRef CitationID="CR9">2012</CitationRef>) and offers a new measure of brand love to be used in its stead. In this reply, we argue that our measure is more consistent with the best available...</citationref></citationref>

Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as...

This paper adds another layer of interpretation to the data of Beverland, Farrelly, and Lim (2007). First, I explore the link between Beverland et al. (2007) and the thought of Martin Buber (1923). Then I argue that some respondents see their dogs through the metaphor of human friendship and...