Brands: The Opiate of the Nonreligious Masses?
Are brands the "new religion"? Practitioners and scholars have been intrigued by the possibility, but strong theory and empirical evidence supporting the existence of a relationship between brands and religion is scarce. In what follows, we argue and demonstrate that religiosity is indeed related to "brand reliance," i.e., the degree to which consumers prefer branded goods over unbranded goods or goods without a well-known national brand. We theorize that brands and religiosity may serve as substitutes for one another because both allow individuals to express their feelings of self-worth. We provide support for this substitution hypothesis with U.S. state-level data (field study) as well as individual-level data where religiosity is experimentally primed (study 1) or measured as a chronic individual difference (study 2). Importantly, studies 1 and 2 demonstrate that the relationship between religiosity and brand reliance only exists in product categories in which brands enable consumers to express themselves (e.g., clothes). Moreover, studies 3 and 4 demonstrate that the expression of self-worth is an important factor underlying the negative relationship.
Volume (Year): 30 (2011)
Issue (Month): 1 (01-02)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 139-168, September.
- Avi Goldfarb & Qiang Lu & Sridhar Moorthy, 2009.
"Measuring Brand Value in an Equilibrium Framework,"
INFORMS, vol. 28(1), pages 69-86, 01-02.
- Avi Goldfarb & Qiang Lu & Sridhar Moorthy, 2007. "Measuring Brand Value in an Equilibrium Framework," Food Marketing Policy Center Research Reports 099, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
- Barrett, Alan & Coleman, Kieran & Delaney, Liam & Fahey, Tony & Gannon, Brenda & Kearney, Ide & McCarthy, Yvonne & Nolan, Brian & Walsh, John R., 2006. "Budget Perspectives 2007," Research Series, Economic and Social Research Institute (ESRI), number BMI192 edited by Callan, Tim, March.
- Krueckeberg, Harry F. & Hamilton, John R., 1981. "Consumer Perceptions Of National, Generic, And Private Brand Grocery Products," Journal of Food Distribution Research, Food Distribution Research Society, vol. 12(1), February.
- Linda Court Salisbury & Fred M. Feinberg, 2010. "Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test," Marketing Science, INFORMS, vol. 29(1), pages 1-17, 01-02.
- ., 2006. "Technology Foresight and Long-Term Perspectives," Chapters, in: Innovation Dynamism and Economic Growth, chapter 11 Edward Elgar Publishing.
- Bart J. Bronnenberg & Sanjay K. Dhar & Jean-Pierre H. DubÃ©, 2009. "Brand History, Geography, and the Persistence of Brand Shares," Journal of Political Economy, University of Chicago Press, vol. 117(1), pages 87-115, 02.
- Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 287-300, December.
- Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, Oxford University Press, vol. 31(4), pages 737-747, 03.
- Grinne M. Fitzsimons & Tanya L. Chartrand & Gavan J. Fitzsimons, 2008. "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"," Journal of Consumer Research, Oxford University Press, vol. 35(1), pages 21-35, 03.
- Bagwell, Laurie Simon & Bernheim, B Douglas, 1996. "Veblen Effects in a Theory of Conspicuous Consumption," American Economic Review, American Economic Association, vol. 86(3), pages 349-373, June. Full references (including those not matched with items on IDEAS)
When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:30:y:2011:i:1:p:92-110. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If references are entirely missing, you can add them using this form.