Brand Sacredness and Its Cultural Underpinnings

Maria Rodas, University of Minnesota, USA
Carlos Torelli, University of Minnesota, USA
This research contributes to prior literature by experimentally investigating brand sacredness and uncovering its cultural underpinnings. Our findings demonstrate that salience of cultural concepts can increase the sacredness of iconic brands. Furthermore, individuals who value the ideas that traditional culture provides are more likely to ascribe sacredness to brands.
[ to cite ]:
Maria Rodas and Carlos Torelli (2014) ,"Brand Sacredness and Its Cultural Underpinnings", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 808-808.