Published Paper Details:

Abstract The purpose of this paper is to investigate the effect of brand sacralization on the purchase intention among youngsters through social media environment. This paper identifies the intermediating roles of brand loyalty and brand attitude towards brand sacralization. The study was conducted among youngsters from south part of Kerala. The data was gathered from 250 respondents having the age group between 15 to 30 years which includes both students and working category with the help of questionnaires. The variables that influence the brand sacralization phenomenon are social media interaction, brand attitude and brand loyalty to measure the purchase intention. Further, this study examined the gender perception. To verify this multiple linear regression analyses method used. The study found out that there is significant relation between brand sacralisation and purchase intention among youngsters. The authors also found out that there is a positive relation between brand attitude and brand loyalty to brand sacralisation. The study reveals that gender perceptions will significantly influence brand sacralisation. The study helps to provide a thorough understanding of gender perceptions towards brand sacralisation. Index Terms: Social Media, Brand Sacralisation, Multiple Regression, Purchase Intention, Brand loyalty.