Welcome to the InfoSci Platform
“Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India

“Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India

Abhigyan Sarkar, Juhi Gahlot Sarkar
Copyright: © 2020 |Pages: 23
ISBN13: 9781522592822|ISBN10: 1522592822|EISBN13: 9781522592839
DOI: 10.4018/978-1-5225-9282-2.ch034
Cite Chapter Cite Chapter

MLA

Sarkar, Abhigyan, and Juhi Gahlot Sarkar. "“Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India." Global Branding: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2020, pp. 685-707. https://doi.org/10.4018/978-1-5225-9282-2.ch034

APA

Sarkar, A. & Sarkar, J. G. (2020). “Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India. In I. Management Association (Ed.), Global Branding: Breakthroughs in Research and Practice (pp. 685-707). IGI Global. https://doi.org/10.4018/978-1-5225-9282-2.ch034

Chicago

Sarkar, Abhigyan, and Juhi Gahlot Sarkar. "“Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India." In Global Branding: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 685-707. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9282-2.ch034

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.