Akademik Veri Yönetim Sistemi
EGE 14th International Conference on Social Sciences, İzmir, Türkiye, 23 - 28 Aralık 2025, cilt.2, ss.607, (Özet Bildiri)
Although brand love has received substantial academic attention in product marketing, itsapplication in service contexts is limited. The experiential, intangible, and relational nature ofservices necessitates a context-specific measurement tool to accurately capture emotionalconsumer-brand connections. This study addresses this gap by proposing and developing theservice brand love scale, which is tailored specifically to service brand characteristics.The multiphase development involved the first step of establishing the construct definitionthrough a comprehensive literature review. Next, qualitative interviews were conducted acrosssectors such as hospitality, education, and transportation to explore how consumers experienceemotional attachment to service brands. The resulting item pool, generated through thematiccoding, was refined by an expert panel. Subsequently, a large-scale survey was administered tovalidate the scale using exploratory and confirmatory factor analyses.The validated service brand love scale demonstrated strong reliability and robust constructvalidity across diverse service contexts. Measurement invariance tests further confirmed itsapplicability in comparing emotional attachment across different consumer groups. Theseresults provide a robust and reliable foundation for future research and practical service brandmanagement.