ABSTRACT
The majority of scholars have concentrated on specific, extremely positive emotions that consumers may feel toward a brand. Various different measurement scales have been developed with respect to, for example, advertising, physical environments and consumption situations. It is more recently that marketing scholars have started investigating consumer emotions with respect to brands. Connected with brand love and brand romance is the love-jealousy framework built by Sarkar and Sreejesh. Their romantic brand jealousy scale is intended to complement brand love measures, as it can serve as a tool to stimulate active engagement behaviours from consumers. Despite the fact that the majority of brand-related emotion scales has focused on positive emotions toward the brand, the literature offers one scale that is concerned with the negative emotions consumers may feel toward a brand. Brand love is conceptualized as a multi-dimensional construct. It consists of two macro-dimensions, affection and passion, which, in turn, include several dimensions.
