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Sophisticated, iconic and magical: A qualitative analysis of brand charisma

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  • Semaan, Rania W.
  • Ashill, Nick
  • Williams, Paul

Abstract

Despite the breadth of research examining charismatic leadership in the psychology and management literature, research on charisma and its relationship to brands has remained scant. This is due in part to the lack of consensus regarding what brand charisma really is. The objective of this paper is to define the conceptual domain of brand charisma and the behaviors associated with its legitimization. Specifically, we present an exploratory study to shed light on the behavioral attributes of charismatic luxury brands. The results of the study demonstrate the importance of eleven core behaviors as perceived by luxury brand consumers and support a multidimensional conceptualization of the brand charisma construct. Key implications are discussed along with suggestions for future research.

Suggested Citation

  • Semaan, Rania W. & Ashill, Nick & Williams, Paul, 2019. "Sophisticated, iconic and magical: A qualitative analysis of brand charisma," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 102-113.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:102-113
    DOI: 10.1016/j.jretconser.2019.03.011
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    References listed on IDEAS

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    Cited by:

    1. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    2. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.

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