Wang, Cheng Lu; Sarkar, Juhi Gahlot; Sarkar, Abhigyan - In: European Journal of Marketing 53 (2019) 4, pp. 733-757
PurposeThe 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/approachSix empirical studies were...