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首页> 外文期刊>Journal of Business Research >Brand love: Corroborating evidence across four continents
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Brand love: Corroborating evidence across four continents

机译：品牌爱情：四大洲的证据证明

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摘要

The brand love conceptualization developed by Batra and his colleagues (2012) provides an integrative view of love as an emotional relationship between customers and their loved brands. Despite receiving over 1200 citations on Google Scholar, the original scale has not been re-examined despite its popularity, due in part to the large numbers of items the construct contains. This study replicates the original study and assesses the validity of this construct in six cultural contexts, five countries (Australia, China, France, UK, and the US), and across four continents. With the exception of Australia, the original brand love construct had to be modified to achieve a satisfactory model fit. The nomological validity of the brand love construct was confirmed in four out of six cultural contexts. This research carries implications for conducting cross-cultural research using constructs originally developed in specific cultural contexts.
机译：Batra及其同事（2012）开发的品牌爱情概念化提供了一种综合观点，作为客户与其所爱的品牌之间的情感关系。尽管在Google Scholar上收到了超过1200个引文，但仍未重新审查原始规模，尽管其受欢迎程度，部分原因是构造包含的大量项目。本研究重复了原始研究，并评估了六个文化背景下的这一构建的有效性，五个国家（澳大利亚，中国，法国，英国和美国），以及四大洲。除了澳大利亚外，必须修改原始品牌的爱情建设以实现令人满意的模型合适。品牌爱情建设的批判性有效性在六种文化背景中的四个中得到了确认。本研究涉及使用最初在特定文化背景下开发的构建体进行跨文化研究的影响。

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