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    Brand Sacralisation

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    Padmanabhan Ns
    The document discusses how young adult consumers in emerging Asian markets perceive brands in a sacred manner similar to religiosity. It explores various dimensions of religiosity and how consumers experience brands through these dimensions, such as sense of belonging, knowledge, inspiration, rituals, and community. The study uses qualitative interviews to understand how brands provide experiences that religion normally provides.

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    Brand Sacralisation

    Uploaded by

    Padmanabhan Ns
    159 views14 pages
    The document discusses how young adult consumers in emerging Asian markets perceive brands in a sacred manner similar to religiosity. It explores various dimensions of religiosity and how consumers experience brands through these dimensions, such as sense of belonging, knowledge, inspiration, rituals, and community. The study uses qualitative interviews to understand how brands provide experiences that religion normally provides.

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    The document discusses how young adult consumers in emerging Asian markets perceive brands in a sacred manner similar to religiosity. It explores various dimensions of religiosity and how consumers experience brands through these dimensions, such as sense of belonging, knowledge, inspiration, rituals, and community. The study uses qualitative interviews to understand how brands provide experiences that religion normally provides.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    159 views14 pages

    Brand Sacralisation

    Uploaded by

    Padmanabhan Ns
    The document discusses how young adult consumers in emerging Asian markets perceive brands in a sacred manner similar to religiosity. It explores various dimensions of religiosity and how consumers experience brands through these dimensions, such as sense of belonging, knowledge, inspiration, rituals, and community. The study uses qualitative interviews to understand how brands provide experiences that religion normally provides.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Exploration of Brand Sacralization Among the Young Adult

    Consumers in the Context of Emerging Asian Market

    J u h i G a h l o t S a r k a r, A b h i g y a n S a r k a r & A b h i l a s h P o n n a m

    Young Consumers, Vol. 16 No. 3 2015, Pp. 264-280, Emerald Group Publishing

    Religiosity
    - centrality of religion to ones life as reflected in his/her attitude and/or behavior
    toward life.

    Brand Sacredness

    - An object is considered as sacred as religion when an individual perceives that


    the object has certain extraordinary properties, and this perception of
    sacredness of the object can elicit irrational feelings and behaviour
    Brand Devotion

    - The highest form of love felt towards a brand consisting of intimacy, passion and commitment

    Brand Sacralization
    - Represents the phenomenon of perceiving a
    brand as sacred as religion which can provide
    extraordinary experiences.
    - Also termed as brand religiosity

    Research Gap
    Research

    investigating

    the

    extent

    to

    which

    consumerbrand

    emotional

    relationships can be equivalent to religiosity is rarely found.

    Objectives of the Study


    The objective of the study was to find answers to the key research question:
    RQ1. To what extent does an individual perceive a brand as providing all those

    experiences in life that religion can provide?


    To investigate the acculturation process taking place among the young adult

    consumers in an emerging Asian market.

    Dimensions of Religiosity
    Sense of Belongingness :- Religion provides an individual with a strong sense of
    belongingness to the religious community.
    Intellectual

    or

    Knowledge

    Dimension:-

    This

    dimension

    pertains

    to

    the

    learnedness of a religious devotee regarding his/her religion.


    Source of Inspiration:- Religion has the ability to inspire a movement.
    Emotional Alignment:- The highest state in being human is when the individuals
    inner world of spirituality and religiosity gets integrated with the outer world of
    worldly activities.
    Transcendence:- defined as a mystic experience leading to a self-transformational
    shift in ones consciousness.
    Narrative or mythic Dimension:-There are sacred stories that are used to
    describe and understand a religions ideologies. These narratives may be oral or
    written and are revered by the members of a particular faith.
    Material dimension:-Pertains to those tangible places or objects which aid the
    individual in his/her quest to connect with the divine

    Dimensions of Religiosity
    Hedonic or experiential:- Always an individuals affective or hedonic feelings
    toward the thought of God get moderated by his/her perceived image of God
    Ritual dimension:- Religions express themselves through certain practices
    done publicly or in private, which vary widely across religions
    Community Relations Dimension:- Communal involvement in the context of
    religion takes place in the form of developing bonds with people affiliated to the
    same religion, finding a common social identity and following similar practices in
    group.
    Ethical and Legal Dimension:- These are codes of conduct that the religious
    devotees must adhere to.

    Methodology

    Research Technique: Qualitative Exploratory


    Sample:- Young adult informants(106 no.s)were selected as the sample whose
    age ranged from 18 to 24.
    Data Collection Tool:- Semi Structured Depth Interview.
    Data Analysis:- Grounded Theory Analysis

    Findings

    Sense of Belongingness Dimension of


    Brand Sacralization
    - Like religion, brands also provide sense of
    belongingness

    A HarleyDavidson devotee (gender: male; age: 21) quoted:


    I wear my HarleyDavidson jacket to convey to the world where I belong. Being a
    Harley owner is my identity. I extremely love Harley and I feel out of the world when I
    ride it. Harley shows my close connection to the spirit of liberation. I also like it
    because, it is from USA. USA is my dream country and I am normally little more
    devoted to USA brands.

    Brand knowledge dimension of brand


    sacralization
    - Like religion, brands also has its knowledge
    dimension

    An informant (gender: male; age: 21) quoted:


    Being human truly stands for and stands by the underprivileged children. I intensely
    love the entire concept and ideology of this brand that humanity starts at home, the
    faith that every person is humane inside. We just have to explore and nurture that
    side of ours. The activities conducted by the brand show that the brand is highly
    ethical. I am highly devoted to this type of brand that works for true social causes.
    (After smiling) There is also another reason why I adore this brand. I an ardent fan of
    film star Salman Khan who is the founder of this organization. Mr Khan believes in
    charity and child development despite of being an extremely good actor

    Source of Inspiration Dimension of Brand


    Sacralization
    - Like religion, brands can inspire consumers life goals and
    motivations
    An informants (gender: male; age: 18)quoted:
    Dialogue in the Dark (an awareness raising franchise and social business associated
    with blind community) asks you to switch off your sight and switch on your insight.
    They promise a life changing experience, and that is exactly what they deliver. I could
    never understand the experience of living without a sight before coming to this place
    (teary eyes). The least I can do now is pledge my eyes. I request my friends to donate
    their eyes post-death. This brand has really inspired me to do something good for
    blind people. I love this brand more, as it has made me feel deeply about a
    disadvantaged part of our society..

    Emotional alignment dimension of brand


    sacralization

    An informant (gender: male; age: 21) quoted:


    I become religious after digging in to the heavenly taste of Dominos cheese burst
    pizza. I even feel charitable, and want to provide a slice of it to those who do not
    have much happiness in life. The way they describe heaven in Bible you know, I think
    they must be distributing hell lot of (laughs) Dominos cheesy pizzas there, with Coke
    of course.

    Transcendental Dimension of Brand Sacralization


    An informant (gender: female; age: 22)quoted:
    When I was doing my internship as a part of my bachelor degree course in biotechnology in Cancer Research Institute of Tata Memorial Center in Mumbai city, I
    encountered really life changing experiences. Among the patients, most loved to
    enjoy in whatever possible ways. Many of those patients developed strong bonding
    with doctors, nurses and other hospital staff. The hospital also was trying to make
    them forget about dying and creating ecstatic experiences for them. For instance, a
    small patient girl wished to meet movie star Salman Khan, and the hospital made it a
    reality for her. Another small boy always wanted to own a dog, and the institute
    arranged a dog for him, and takes all necessary care and precautions so that the boy
    can enjoy happily with the dog. I strongly admire this institute for its beautiful
    approach to deal with the patients. I can never forget this experience throughout my
    life. In my future career I want
    to work Story
    in suchor
    a novel
    organization
    Brand
    Mythic
    Dimension of brand

    sacralization

    An informant (gender: male; age: 20) quoted:


    I became more passionate about Apple when I heard the stories about Steve. Steves
    quest for innovation fascinates me. I feel different when I use Apple. I dont get such
    feelings when I use any other brand.

    Material Dimension of Brand Sacralization


    An informant (gender: female; age: 23)quoted:
    I completed my bachelor degree in engineering from IIT Delhi. I wear this T-shirt
    which carries the logo of IIT Delhi. I enjoy showing others my association with this
    highly reputed organization. I really enjoy when others value me because of this.

    Hedonic or Experiential Dimension of


    Brand
    Sacralization
    An informant
    (gender: female; age: 21) explained after visiting Dialogue in
    The Dark (an international restaurant chain employing blind people):
    When tasting food served by blind attendants, while sitting in absolute darkness, I
    feel like introspecting into my joys and sorrows. I can feel the pain that these blind
    people go through in their daily lives and at the same time I get overwhelmed by the
    serenity of the darkness.

    Brand Ritual Dimension of Brand


    Sacralization
    A young informant (gender: male; age: 21) explained:
    I am a diehard fan of the cricket team of my country Team India. During any one
    day or test match series, I worship the big wall picture containing all the players in
    the team with garlands and enchanting mantras. I always stand and watch IndiaPakistan match, because I feel it makes India win!

    Brand Community Relations Dimension of Brand


    Sacralization

    An informant (gender: female; age: 23)quoted:


    IIT has not only shaped my career, it has changed my world view. Brand IIT strongly
    binds its alumni members. I feel a strong sense of kinship with other IIT-ans.
    Whenever we meet in any conferences and seminars, we cherish those golden days
    spent in IIT campuses. The influential power of IIT community is so dominating that
    our religious, personal, political ideologies and philosophies are all shaped by the
    community perspective.

    Legal and Ethical Dimension of Brand


    Sacralization
    An informant (gender: female; age: 22):
    I always fervently admire and support those brands which exercise social
    responsibilities and community welfare activities. I admire Tata group, as it gives a
    significant percentage of revenue earned from its various businesses for community
    welfare. This type of socially responsible brand also spreads consciousness among us
    that we should also take part in this type of social welfare activities like, donating a
    part of our income towards betterment of the society. If we all become conscious
    about our responsibilities towards the society, we can make a far better society. The
    brand like Tata spreads this message.

    erging Market Context Specific Findings

    - in emerging Asian markets, acculturation of youth to global consumer


    culture has taken place substantially following the liberalization of the
    economy
    - majority of the emerging market young adult population is preferring
    foreign brands, especially developed country originated brands

    rounded Theory Framework

    Thank You

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