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
Share Proceeding
Featured papers
See MoreFeatured
Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce
Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Featured
E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time
Wumei Liu, Lanzhou University
Featured
Preferences for Insight and Effort Differ across Domains and Audiences
Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria