An Empirical Analysis of the Antecedents and Consequences of Brand-Rituals

Recently, a relatively new phenomenon for consumer research called brand rituals has emerged. In brand rituals, brands are consciously and deliberately associated with actions or activities that create a pleasant emotional atmosphere. This study aims to shed more light on this concept. To do so, we employ a literature review, focus groups, and online surveys in order to identify antecedents and consequences of brand rituals. We found that involvement, brand trust, and intrinsic and extrinsic reward have an overall significant influence on consumers’ brand ritual strength, but that novelty-seeking does not. Moreover, we determined that brand ritual strength predicts consumer loyalty toward the ritualized brand.


Katja-Maria Prexl and Peter Kenning (2011) ,"An Empirical Analysis of the Antecedents and Consequences of Brand-Rituals", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 472-473.


Katja-Maria Prexl, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany


E - European Advances in Consumer Research Volume 9 | 2011

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