WITHDRAWN: Modelling of factors influencing brand sacralisation: A TISM approach

Abstract

Abstract Brand sacralisation is a concept where customers attach special meaning to the brand and they end up considering the brands as holy as religion and they are involved in ritualistic behaviour. It is important for companies to understand the factors that are important to customers before they can acquire this sacred status. The purpose of the paper is to identify and categorise the factors that influence brand sacralisation of motorbikes using Total Interpretive Structural Modelling (TISM) approach. This paper also studies the interrelationship among the factors and helps to establish a hierarchy among them using their dependence and driving power. This approach ranks the factors based on its impact on others. Furthermore, this is the first attempt made to understand these brand sacralisation factors and their relative significance using TISM approach. Brand ethicality, transcendental experience, brand devotion and satisfaction are the major driving factors of brand sacralisation of motorbikes.