Ritual Scholarship in Marketing: Past, Present and Future
We examine over thirty years of research on consumer rituals to understand the roles of rituals in relation to consumers, marketers, marketplace relationships and cultural institutions. We organize the ritual literature into five domains (foundational, micro, meso, marketplace, and macro), and highlight future research areas in these domains.
Citation:
Cele Otnes, Linda Tuncay Zayer, Robert Arias, and Arun Sreekumar (2018) ,"Ritual Scholarship in Marketing: Past, Present and Future", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 231-236.
Authors
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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