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.
Citation:
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.
Authors
Katja-Maria Prexl, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To
Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA
Featured
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce
Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA