IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-51565-2_9.html

The Psychology of Brand Perception: From Concrete Experiences to Abstract Judgments

In: The Church as a Brand

Author

Listed:
  • Oliver Errichiello

Abstract

Church mission statement processes of recent decades have typically produced abstract terms such as “innovative” or “social,” which, however, remain open to interpretation and thus ineffective from a brand sociology perspective. The problem is that such abstractions do not evoke concrete ideas among the public, and everyone interprets them differently. The brand sociological solution lies in shifting from abstract value statements to concrete performance communication (e.g., “coffee after the service” instead of “place of community”), since people form their judgments based on sensually tangible individual experiences.

Suggested Citation

  • Oliver Errichiello, 2026. "The Psychology of Brand Perception: From Concrete Experiences to Abstract Judgments," Springer Books, in: The Church as a Brand, chapter 0, pages 93-97, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51565-2_9
    DOI: 10.1007/978-3-658-51565-2_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-51565-2_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.