R11. the Influence of Brand Rituals on Perceived Brand Authenticity
Built on literature of ritual and brand authenticity, we predicted that consumers will perceive greater brand authenticity from brand rituals and that this effect is driven by perceived symbolism in the brand. Three studies provide initial evidences for our hypotheses. This research provides new insights into the influence of brand rituals.
Citation:
Lijing Zheng, Echo Wen Wan, and Zhongqiang (Tak) Huang (2018) ,"R11. the Influence of Brand Rituals on Perceived Brand Authenticity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 938-938.
Authors
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Featured
N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices
Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands
Featured
F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation
Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná