A Brand Love Short Scale for Universities

For a recent project that is forthcoming in the Journal of Business Research, we measured students’ emotional relationship with their university – university brand love. We adopted items from Batra, Ahuvia, & Bagozzi (2012)s conceptualization of Brand Love, and Bagozzi, Batra & Ahuvia (2014)s’ working paper provided suggestions for short scales. However, we reworded the items in a Read More …