Business Commons^™

Mindful Brand: Development And Validation Of A Mindful Brand Scale (Mbs), Ellen Campos Sousa

FIU Electronic Theses and Dissertations

The primary purpose of this dissertation is to conceptualize and to define a mindful brand from a consumer perspective, a novel contribution to marketing and branding literature. The secondary purpose of this dissertation is to identify a set of characteristics associated with a mindful brand and to develop and validate a mindful brand scale (MBS). Previous research has demonstrated that consumers tend to create relationships with brands they perceive to have similar characteristics or values as they possess. As the number of individuals seeking mindful elements in brands is growing steadily, consumers are looking for a mindful connection with brands …