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Conference Paper: The Influence of Brand Rituals on Perceived Brand Authenticity

TitleThe Influence of Brand Rituals on Perceived Brand Authenticity
Authors
Zheng, LWan, WEHuang, ZT
Issue Date2018
PublisherAssociation for Consumer Research.
Citation
Association for Consumer Research North American Conference 2018, Dallas, Texas, USA, 11-14 October 2018, p. 938 How to Cite?
AbstractBuilt 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.
DescriptionWorking Paper - R11
Persistent Identifierhttp://hdl.handle.net/10722/278820

 

DC FieldValueLanguage
dc.contributor.authorZheng, L-
dc.contributor.authorWan, WE-
dc.contributor.authorHuang, ZT-
dc.date.accessioned2019-10-21T02:14:38Z-
dc.date.available2019-10-21T02:14:38Z-
dc.date.issued2018-
dc.identifier.citationAssociation for Consumer Research North American Conference 2018, Dallas, Texas, USA, 11-14 October 2018, p. 938-
dc.identifier.urihttp://hdl.handle.net/10722/278820-
dc.descriptionWorking Paper - R11-
dc.description.abstractBuilt 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.-
dc.languageeng-
dc.publisherAssociation for Consumer Research. -
dc.relation.ispartof2018 Association for Consumer Research Conference-
dc.titleThe Influence of Brand Rituals on Perceived Brand Authenticity-
dc.typeConference_Paper-
dc.identifier.emailWan, WE: ewan@business.hku.hk-
dc.identifier.emailHuang, ZT: takhuang@hku.hk-
dc.identifier.authorityWan, WE=rp01105-
dc.identifier.authorityHuang, ZT=rp02245-
dc.identifier.hkuros307601-
dc.identifier.spage938-
dc.identifier.epage938-
dc.publisher.placeUnited States-

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