Association of Marketing Theory and Practice Proceedings 2011
 

Title

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

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.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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