Salient Cultural Identities and Consumer Relationships With Culturally Symbolic Brands

Carlos J. Torelli, University of Minnesota, USA
Rohini Ahluwalia, University of Minnesota, USA
Maria A. Rodas, University of Minnesota, USA
Results from four studies demonstrate that a brand’s cultural symbolism impacts the strength of the consumer-brand relationship. Stronger bonds with culturally symbolic brands are more likely to emerge when cultural identities are chronically or temporarily salient. This occurs because identity salience heightens the valuation of culturally symbolic brands.
[ to cite ]:
Carlos J. Torelli, Rohini Ahluwalia, and Maria A. Rodas (2015) ,"Salient Cultural Identities and Consumer Relationships With Culturally Symbolic Brands", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 181-185.