Finding Brands and Losing Your Religion?

Religion is a powerful force in many lives—but one that may be undermined by brands. We demonstrate in a series of experiments that when brands are salient (versus not), individuals report lower levels of religiosity, especially when brands allow them to express themselves.



Citation:

Keisha M. Cutright, Tulin Erdem, Gavan J. Fitzsimons, and Ron Shachar (2012) ,"Finding Brands and Losing Your Religion?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 182-186.

Authors

Keisha M. Cutright, University of Pennsylvania, USA
Tulin Erdem, New York University, USA
Gavan J. Fitzsimons, Duke University, USA
Ron Shachar, Interdisciplinary Center (IDC), Israel



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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