Theses and Dissertations

Issuing Body

Mississippi State University

Advisor

Breazeale, Michael J.

Committee Member

Landers, Myles

Committee Member

Haynes, Stacey

Committee Member

Schau, Hope Jensen

Committee Member

Collier, Joel E.

Date of Degree

5-12-2023

Document Type

Dissertation - Campus Access Only

Major

Marketing

Degree Name

Doctor of Philosophy (Ph.D)

College

College of Business

Department

Department of Marketing, Quantitative Analysis and Business Law

Abstract

In a traditional sense, religion has been culturally, societally, and relationally influential on humankind in substantial ways. However, consumers are shifting towards a more modern expression of religion in which brands are seemingly equal alternatives. This shift is viable due to the concept of brand religiosity within community, defined as an intense devotion to a brand that is central in a consumer’s life, which is contingent upon identification with a brand community. Across four studies, I show that the concept of brand religiosity has overlooked the importance of the brand community. Although the brand is important, brand religiosity is rooted in the brand community, and the brand is the mechanism to which community members express religiosity.

Specifically, I conduct 24 in-depth interviews using a hermeneutic phenomenological approach to uncover antecedents and outcomes of brand religiosity within community. I empirically test the antecedents and outcomes of brand religiosity within community using Social Identity Theory. From there, I conduct a textual content analysis to reveal the nuances of brand religiosity within community in a different context. I analyze the role appreciation of the brand community plays in strengthening the outcomes of brand religiosity within community. Studies 1, 2, and 3 examine the positive aspects of brand religiosity within community; however, it is important to understand the construct holistically, so Study 4 analyzes the dark side of brand religiosity within community. Study 4 examines the outcomes of brand religiosity within community that could lend themselves to perceptions of fanaticism, ultimately hurting the brand through brand avoidance and dislike of the brand community. Conducting these studies offers answers to the following research questions – What are the antecedents and outcomes of brand religiosity within community? How do the antecedents influence brand religiosity within community and, ultimately, the outcomes? What are the nuances of brand religiosity within community? How does the appreciation of a brand community impact the relationships from brand religiosity within community to the outcomes? Does brand religiosity within community have a dark side? How can outcomes of brand religiosity within community lead to negative outcomes for a brand? Implications are also discussed.

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