Measuring Brand Charisma: An Exploratory Study of Luxury Brand Consumers

摘要

The objective of this paper is to define the conceptual domain of the brand charisma construct and identify its foundational dimensions. All luxury brands have image, symbolism and prestige to some degree, but those with charisma build on these to generate extraordinary levels of buyer attachment and motivation. But how do luxury brands make claims of having a charismatic personality, and what are the charismatic characteristics they claim to have? Drawing upon charismatic leadership theory and qualitative data from luxury brand consumers, we shed light on the behavioral attributes of charismatic brands. Given the importance of building sustained brand-consumer relationships, a systematic understanding of brand charisma has the potential to create high impact for scholarship and practice. For luxury brand managers across the delivery channel, insights into the foundations of a charismatic brand personality can help in brand strategy and brand program decisions.