Document Type



Doctor of Philosophy (PhD)


Business Administration

First Advisor's Name

Jayati Sinha

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Kimberly Taylor

Second Advisor's Committee Title

committee member

Third Advisor's Name

William Humphrey

Third Advisor's Committee Title

Committee member

Fourth Advisor's Name

Ronaldo Parente

Fourth Advisor's Committee Title

committee member

Fifth Advisor's Name

Shailendra Jain

Fifth Advisor's Committee Title

committee member


mindful brand, scale development, mindfulness, brand humanizing, consumer-brand connection

Date of Defense



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 to enhance their overall wellbeing. Brands are also responding to consumers' increased awareness and sensitivity to mindfulness by incorporating mindful elements into brands. However, the extant research lacks clear conceptualization and evaluative criteria of a mindful brand from a consumer perspective. This dissertation aims to fill this gap by offering a concise definition and evaluative measures of a mindful brand. Five studies (studies 1-5) were conducted to develop and to validate the Mindful Brand Scale (MBS). In addition, four studies were conducted to test the applicability of the MBS and to facilitate different


ways brands can utilize the MBS to formulate branding strategy. Specifically, the objective of Study 6 was to test the MBS in retail and service contexts. Study 7 was designed to understand whether and how an advertisement reinforcing a message related to a mindful brand can change consumer's perception of the brand. Study 8 explores consumers' intention to like/share/comment an advertisement on social media when the promotional message endorses mindful brand characteristics. The objective of Study 9 was to explore consumers’ willingness to buy, pay a price premium, and spread positive word of mouth of a brand when the advertisement promotes a mindful brand. Findings from this dissertation provide novel contributions to mindfulness and branding theories. Furthermore, marketers will be able to understand how consumers evaluate each dimension of the mindful brand construct based on MBS and develop an appropriate brand strategy to enhance the consumer-brand relationship.



Included in

Marketing Commons



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