Rituals Enhance Self-Brand Connection: the Role of Time Perception
Three studies (two lab experiments and one qualitative study) showed that consumers engaging in a brand ritual are more strongly connected to the brand than those that are not. Ritualistic behaviors have greater effect than ritual meanings in driving a higher self-brand connection. Time perception drives the above effect.
Maggie Wenjing Liu, Xian Wang, and Qichao Zhu (2018) ,"Rituals Enhance Self-Brand Connection: the Role of Time Perception", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 684-685.
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
NA - Advances in Consumer Research Volume 46 | 2018
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