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.
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.
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
NA - Advances in Consumer Research Volume 46 | 2018
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Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
Crossing Race and Markets: Introducing the Race in the Marketplace Research Network
Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine
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Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas