Journal ArticleDOI
Sing Hosanna for the brands: the process of substituting religion with brand
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TLDR
In this article, a consumer response hierarchy model was developed for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.Abstract:
Purpose
Extant research shows that individual’s relationship with brand can be structurally similar to both interpersonal love relationship and religious relationship. A stream of consumer research states that individual can love a brand like a person loves another person. Another stream of consumer research postulates that individual can perceive brand equivalent to religion, and even substitute religion with brand. Research is scarce connecting these two different paradigms of brand relationship, given that interpersonal relationship is not necessarily as devotional as religious relationship. The purpose of this paper is to conceptualize the psychological process through which an individual can substitute his/her religion with brand. The basic theoretical premise of this substitution behaviour is the proposition that brand meanings can be perceived as equivalent to religious meanings.
Design/methodology/approach
This paper has conducted an integrative review of selected extant research related to individual-brand relationships, interpersonal relationships and religiosity.
Findings
This paper develops a consumer response hierarchy model showing the inter-related psychological processes through which an individual can substitute his/her religion with brand. The model forms the basis for the discussion of theoretical contributions and managerial implications.
Originality/value
The value of this conceptual paper lies in developing a process model for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.read more
Citations
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Journal ArticleDOI
Hallowed be thy brand: measuring perceived brand sacredness
TL;DR: Zhang et al. as discussed by the authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization, and communitas, to capture the strength of consumer's perceived brand sacredness.
Journal ArticleDOI
Building the holy brand: Towards a theoretical model of brand religiosity
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A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?
Shanshan Luo,Robert G. Hamlin +1 more
TL;DR: In this paper , a new unified model of "transmissive" brand love, where the brand acts as a conduit rather than a destination for human love, is developed from these results.
Journal ArticleDOI
Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment
TL;DR: In this article , a quantitative methodology with structural equation modelling is used to identify the individual cultural values of the millennial generation and explain how these values influence brand love when mediated by religious commitment.
Journal ArticleDOI
Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism
TL;DR: In this article , the authors investigated the relationship between digital rituals and customer citizenship behavior in the context of online brand communities (OBCs) and found that OBC rituals were positively related to customer citizenship behaviour.
References
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Journal ArticleDOI
Whence Consumer Loyalty
TL;DR: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. But they also understand that this relation is asymmetric as mentioned in this paper. Although loyal consumers are most...
Journal ArticleDOI
The Elementary Forms of Religious Life.
TL;DR: In The Elementary Forms of Religious Life (1912), Emile Durkheim set himself the task of discovering the enduring source of human social identity as discussed by the authors, and investigated what he considered to be the simplest form of documented religion - totemism among the Aborigines of Australia.
Journal ArticleDOI
The integrative review: updated methodology
TL;DR: Data analysis methods of qualitative research are proposed as strategies that enhance the rigour of combining diverse methodologies as well as empirical and theoretical sources in an integrative review.
Journal ArticleDOI
Hedonic Consumption ; Emerging Concepts, Methods and Propositions
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.
Book
The Elementary Forms of the Religious Life
TL;DR: In The Elementary Forms of Religious Life (1912), Emile Durkheim set himself the task of discovering the enduring source of human social identity as discussed by the authors, and investigated what he considered to be the simplest form of documented religion - totemism among the Aborigines of Australia.