Mindful Brand: Development and Validation of a Mindful Brand Scale (Mbs)

This research brings a novelty contribution to the marketing and mindfulness literature, proposing a conceptualization and a measurement for a mindful brand from a consumer perspective. A set of characteristics associated with mindful brand was identified, and a mindful brand scale (MBS) was developed and validated.



Citation:

ELLEN CAMPOS SOUSA and Jayati Sinha (2020) ,"Mindful Brand: Development and Validation of a Mindful Brand Scale (Mbs)", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.

Authors

ELLEN CAMPOS SOUSA, Florida International University, USA
Jayati Sinha, Florida International University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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