Brand Sacralization is the degree of Brand Love, Brand Trust,Brand Satisfaction, Brand Intimacy, Brand Feelings, Brand Loyalty, Brand Popularity of a brand for a user.

1. Brand Sacralization
Dr. Pooja
Associate Professor
RDIAS

3. Contents Included
☻Clipart on Brand Sacralization
☻Variables
☻Clipart on Brand Loyalty
☻Meaning – Brand Sacralization, Brand Love,
Brand Ritualism, Brand Satisfaction and
Brand Evangelism.
☻Questionnaire statements

5. • Extended-Self
• Need to belong
• Brand Trust
• Brand
Expectation
• Brand
Loyalty
• Active
Engagement
• Word of
Mouth
• Opinion
Leadership
Brand
Evangelism
Brand
Love
Brand
Ritualism
Brand
Satisfaction

7. Meaning
Brand Sacralization where the individual consumer
considers brand as sacred as religion. Brand Sacralization
is the phenomenon where consumers (especially young)
become an adherent of brands and consider brands as
sacred entities.
Brand Love: brand love is an emotional and passionate
relationship present between a satisfied consumer and a
brand.

8. Brand evangelism: A brand evangelist is a customer
who is so crazy about a product or service that they
share their positive experience with others. This type of
word-of-mouth marketing is considered the most
effective form of promotion by many.
Brand trust reflects a consumer's expectation that a
brand's product, service, or more broadly, corporate
behavior, reflects the promises the company has made.

9. Questionnaire Statements
Brand Love
1. Would you miss / BRAND / if it was no longer available? a
2. Do you feel deep affection, like ‘ love ’ , for / BRAND / ? a
Brand loyalty
1. Are you loyal to / BRAND / ? a,c
2. Would you go out of your way to buy or use / BRAND / ? b,c
3. When you buy / PRODUCT CATEGORY / , how often do you buy/ BRAND ?b,d
4. If / BRAND / is not available, does it irritate you if you have to buy another
brand instead? a,e
5. If you were to buy / CATEGORY / , how likely is it that you would choose /
BRAND / rather than another brand? a,f

10. Active engagement
1. To what extent do you follow news about / BRAND / ? a
2. How often do you talk about / BRAND / to others? b
3. How often do you visit the / BRAND / web site? b
4. Would you be interested in buying merchandise with the /BRAND / name on
it?
Brand Ritualism
1. I enthusiastically participate in all brand related activities.
2. I regularly participate in all brand related events
3. Brand related activities are a part of my formal routine
4. There are certain rules that I follow when I engage in brand related activities

11. a Answer scale: 1=not at all; 2=slightly; 3=quite;
4=extremely.
b Answer scale: 1=never; 2=sometimes;
3=usually; 4=always.
c Used to measure brand loyalty for all brands.
d Used to measure brand loyalty for Favorite
Brand (xyz).
e Used to measure brand loyalty for Brand (xyz).
f Used to measure brand loyalty for Brand(xyz)

12. Thank You