Brand rituals

Whether it is birthdays, Christmas, or New Year’s eve: Rituals take place across various contexts and cultures and express themselves in many different ways. We also often see them in consumer behavior: Rituals induce humans to consume a certain brand of sparkling wine, when they celebrate special occasions. Other rituals are exclusively created around a particular brand and only brand "insiders" know them. Such rituals around brands are of special interest for this research project. Particularly, the psychological processes that drive us to create such brand rituals remain largely unexplored and warrant further research.

Recommended starting literature:

  • Liu, M., Zhu Q., & Wang, X. (2022). Building consumer connection with new brands through rituals: the role of mindfulness. Marketing Letters, 33 (2), 237-250.
  • Roslon, M. (2019). Konsumrituale als strategisches Marketinginstrument.
  • Cowan, K., & Spielmann, N. (2017). The influence of rituals on luxury product consumption: implications for brands. Journal of Brand Management, 24 (5), 391-404.
  • Prexl, K.-M., & Kenning, P. (2011). An Empirical Analysis of the Antecedents and Consequences of Brand-Rituals. European Advances in Consumer Research, 9, 472-473.
  • Lord, S. (2011). Die Nutzung von Ritualen zur Markendifferenzierung. In: Markendifferenzierung, 161-178.
  • McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66 (1), 38-54.
  • Rook, D. (1985). The ritual dimension of consumer behavior. Journal of Consumer behavior, 12 (3), 251-264.

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