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
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