Building the holy brand: Towards a theoretical model of brand religiosity. (28th November 2018)

• Record Type: Journal Article
• Authors: Wang, Cheng Lu; Sarkar, Abhigyan; Sarkar, Juhi Gahlot
• Other Names: Casidy Riza guestEditor.; Arli Denni guestEditor.
• Is Part Of: International journal of consumer studies. Volume 42:Number 6(2018)
• Page Start: 736
• Page End: 743
• Publication Date: 2018-11-28
• Subjects: brand appreciation -- brand devotion -- brand religiosity -- romantic brand love -- transcendental experience with brand consumption; Consumer education -- Periodicals; Home economics -- Periodicals; 339.486405
• DOI: 10.1111/ijcs.12430
• Languages: English
• ISSNs: 1470-6423

Abstract

Abstract: This article introduces the brand religiosity construct and delineates its relationship with antecedents and consequences from a dynamic stage‐wise progression perspective. The proposed theoretical framework demonstrates the process that brand religiosity is formed through a series of steps, from brand appreciation, romantic brand love and brand devotion to brand religiosity. The proposed model specifies that the link between brand appreciation and romantic brand love is moderated by individual difference variables including consumer materialism and emotional attachment styles. Meanwhile, the relationship between romantic brand love and brand devotion is further proposed to be enhanced by the sense of brand community but weakened by individual's religiosity. Finally, the influence of brand religiosity on consumer behaviour and brand consumption, such as transcendental experience and proactive sustaining ritualistic behaviour is discussed.