Hallowed be thy brand: measuring perceived brand sacredness
ISSN: 0309-0566
Article publication date: 25 February 2019
Issue publication date: 30 April 2019
Abstract
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 construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables.
Findings
Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism.
Research limitations/implications
This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process.
Practical implications
The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism.
Originality/value
This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.
Keywords
Citation
Wang, C.L., Sarkar, J.G. and Sarkar, A. (2019), "Hallowed be thy brand: measuring perceived brand sacredness", European Journal of Marketing, Vol. 53 No. 4, pp. 733-757. https://doi.org/10.1108/EJM-08-2017-0551
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited