Hallowed be thy brand: measuring perceived brand sacredness
Hallowed be thy brand: measuring perceived brand sacredness
About this item
Full title
Author / Creator
Publisher
Bradford: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Bradford: Emerald Publishing Limited
Subjects
More information
Scope and Contents
Contents
Purpose
The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.
Design/methodology/approach
Six empirical studies were conducted to identify the brand sacredness const...
Alternative Titles
Full title
Hallowed be thy brand: measuring perceived brand sacredness
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_proquest_journals_2216747578
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2216747578
Other Identifiers
ISSN
0309-0566
E-ISSN
1758-7123
DOI
10.1108/EJM-08-2017-0551
