Ahuvia, Aaron; Bagozzi, Richard; Batra, Rajeev - In: Marketing Letters 25 (2014) 2, pp. 235-243
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>
