R5. Autonomy Or Enjoyment? the Contingent Nature of Brand Ritual

Brand rituals can affect consumers’ feelings and experience. Adding to this literature, the present research demonstrates the contingent nature of brand ritual by showing that brand ritualization can increase enjoyment but simultaneously decrease autonomy, both of which increase WTP. Furthermore, brand personality moderates the relative salience of the two perception-processes.



Citation:

Yaxuan Ran and Echo Wen Wan (2018) ,"R5. Autonomy Or Enjoyment? the Contingent Nature of Brand Ritual", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.

Authors

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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