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

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.