AMTP Proceedings 2011
Sacred Brands: An Investigative Look At Brand Meaning Within A Brand Community
Document Type
Conference Proceeding
Conference Track
Marketing Education/ The Dynamic Business School
Publication Date
2011
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
This paper expands on Belk, Wallendorf and Sherry's 1989 paper conceptualizing sacredness, to determine if these properties exist within a brand community. More specifically, can a brand have properties of sacredness? Qualitative research done within the context of the Jeep brand community indicate that some properties of sacredness do, in fact, exist in this environment. This research, therefore, recommends that further research be collected to better understand the role of 'sacred' brands in such communities.
DOI
10.20429/amtp.2011.21
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Stanley, Sarah M. and Arnold, Mark J., "Sacred Brands: An Investigative Look At Brand Meaning Within A Brand Community" (2011). AMTP Proceedings 2011. 21.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/21
