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“Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India
Abstract
Majority of prior research show that individual's relationship with a brand is dyadic. However, the primary need for human beings is to forge meaningful interpersonal relationships, and brands can act as facilitators to achieve this need. Thus, consumer-brand-consumer relationships are rather triadic, with brands acting as an epicenter around which close-knit human relationships are formed. This chapter discusses the indispensable roles of consumers' close social relationships with their brands representing a knit brand fandom of like-minded consumers who share common consumption values and attain transcendence through branded consumption. Using grounded theory analysis, we discover that Indian consumers' cultural values of filial piety, face saving, need for escapism and brand ethnocentrism act as antecedents to consumers' romantic brand love. This romantic brand love progresses into single brand devotion through the moderation of selective perception, and ultimately translates into a close-knit brand fandom, mainly if the consumers find the brand to enable self-expression. The role of brand-hero is also important in the formation of brand fandom, as brand hero can inspire consumers and bind them together to work for common interest of the brand. Brand fandom results in consumers experiencing flow and transcendence, where they experience a temporary sense of separation from the mundane and unity with a higher plane of existence.
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