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



Share Proceeding

Featured papers

See More

Featured

D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media

Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.