Religious Fundamentalism and Brand Connections

Recent research suggests that both self and communal brand connections can be understood from a religious lens (e.g., Muniz and Schau 2005; Twitchell 2004). Our research seeks to enrich and extend this work by examining the empirical relationship between religious fundamentalism and brand connection at both the individual and communal level. Using survey studies among 363 Americans and 300 Singaporeans, we find that religious fundamentalism is positively associated with both self and communal brand connections across multiple product categories. In addition, our data suggests that both religious fundamentalism and brand connections are driven by consumers’ need for predictability in their lives.


Malcolm Smith, Lynn Kahle, and Kristina Frankenberger (2005) ,"Religious Fundamentalism and Brand Connections", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 228-229.


Malcolm Smith, University of Manitoba
Lynn Kahle, University of Oregon
Kristina Frankenberger, Western Oregon University


E - European Advances in Consumer Research Volume 7 | 2005

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