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 MoreFeatured
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
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
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