Follow the Code: the Impact of Linguistic Brand Codes on Brand Journeys

Ignacio Luri, University of Arizona, USA
Hope Schau, University of Arizona, USA
We define and explore linguistic brand codes, branded codes that mirror natural languages. Acquiring and displaying fluency in the brand code is shown to be an important marker of loyalty towards the brand and status within the brand community. Code learning is documented in personal narratives of the brand journey.
[ to cite ]:
Ignacio Luri and Hope Schau (2017) ,"Follow the Code: the Impact of Linguistic Brand Codes on Brand Journeys", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 57-62.