Ritualization: A Strategic Tool to Position Brands in International Markets

Sharma, A and Kumar, V and Borah, S B (2017) Ritualization: A Strategic Tool to Position Brands in International Markets. Journal of International Marketing. (In Press)

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Most brands now-a-days attempt to develop a self-brand connection with their customers. Multiple studies propose that a brand can achieve a sacred status through “rituals”. However, there is limited understanding of the mechanism through which rituals and customers' ritualized behavior influence brand awareness. As firms in international markets face intense competition from local brands, understanding the impact of customers' ritualization can help them enhance brand awareness. Accordingly, we develop a conceptual framework and provide theoretical understanding on the relationship between rituals and brand awareness for firms operating in international markets. Specifically, we propose that internal ritualization leads to brand recall and external ritualization leads to brand recognition. As the customer-firm relationship can be affected by market, firm, and customer-specific factors, we argue that cultural orientation, competition, firms' marketing spend and customers' personality moderate the proposed relationships. We provide several research propositions to understand “rituals” as a strategic tool. The findings of this study indicate that managers must incorporate customers' ritualized behavior while developing global branding strategies in international markets.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Kumar, V
Item Type: Article
Uncontrolled Keywords: rituals and ritualized behavior, global branding, degree of ritualization, culture, international markets, brand recall and recognition, customers' personality, marketing spend, competition
Subjects: Business and Management
Depositing User: Veeramani R
Date Deposited: 31 Mar 2017 00:42
Last Modified: 31 Mar 2017 00:42
URI: http://eprints.exchange.isb.edu/id/eprint/519
Publisher URL: http://dx.doi.org/10.1509/jim.16.0104
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/1069-031X/
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