Research on the Influence of Ritual Consumption on Brand switching Behavior: Based on the Perspective of Self-expansion

Zhilong Zhou; Suyuan Wang; Chuangye Li; Mengting Luo

doi:10.2991/978-94-6463-702-1_66

<Previous Article In Volume

Next Article In Volume>

Research on the Influence of Ritual Consumption on Brand switching Behavior: Based on the Perspective of Self-expansion

Authors

Zhilong Zhou¹, Suyuan Wang²^{, *}, Chuangye Li¹, Mengting Luo¹

¹School of Business Administration, Guangdong University of Finance and Economics, Guangzhou, 510320, China

²School of Business Administration, Xi’an Jiaotong University, Xi’an, China

^*Corresponding author. Email: 1290191586@qq.com

Corresponding Author

Suyuan Wang

Available Online 5 May 2025.

DOI: 10.2991/978-94-6463-702-1_66 How to use a DOI?
Keywords: Ritual consumption; self-brand connection; brand switching behavior; consumer-brand relationship norms; self-expansion theory
Abstract: Currently, brands are facing increasingly fierce competition, and rituals have become an important method for brands to create positive feelings among consumers. In order to establish long-term relationships between brands and consumers, one issue needs to be addressed: Can rituals enhance consumer-brand connections? Existing literature has not yet provided a clear answer to this question. The current research, based on a self-expansion perspective, conducted three experiments to demonstrate the impact of ritual consumption on consumer brand switching. By analyzing the underlying process, the current research found that self-brand connection plays a mediating role in this process and further explored the boundary conditions of consumer brand norms. This research expands the research perspective on ritual consumption in the field of marketing and provides insights for marketers on how to reduce consumer brand switching.
Copyright: © 2025 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume

Next Article In Volume>

Volume Title: Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025)
Series: Advances in Economics, Business and Management Research
Publication Date: 5 May 2025
ISBN: 978-94-6463-702-1
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-702-1_66 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Zhilong Zhou
AU  - Suyuan Wang
AU  - Chuangye Li
AU  - Mengting Luo
PY  - 2025
DA  - 2025/05/05
TI  - Research on the Influence of Ritual Consumption on Brand switching Behavior: Based on the Perspective of Self-expansion
BT  - Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025)
PB  - Atlantis Press
SP  - 622
EP  - 631
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-702-1_66
DO  - 10.2991/978-94-6463-702-1_66
ID  - Zhou2025
ER  -

download .riscopy to clipboard