Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma

Abstract

This article contains the results of two studies that were designed to propose a working definition of non-luxury product brand charisma and to examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige), and related brand variables (brand engagement, brand love, and brand prestige). The non-luxury product brand charisma data were factor analyzed revealing four factors accounting for 71.9% of the total variance: Symbolic, Psychological, Experiential, and Functional. Findings from Studies 1 and 2 were similar: (a) ratings of non-luxury product brand charisma factors (symbolic and psychological) differentiated between masstige and mass market brands; (b) there were no gender differences in ratings of non-luxury product brand charisma for a favorite brand; and (c) non-luxury product brand charisma was significantly correlated with related brand variables.