The influence mechanism of brand ritual on consumers’ self‐brand connection

We used an experimental method to explore the mediating mechanism and boundary conditions of how brand ritual influences consumer self‐brand connection. Study 1 examined primary and mediating effects with 151 participants, and Study 2 examined moderating effects with 180 participants. The research findings showed that complexity of brand ritual had a positive impact on consumer self‐brand connection, and that immersion played a mediating role in this association. In addition, the impact of complexity of brand ritual on consumer self‐brand connection was moderated by product type. Specifically, for hedonic products, high (vs. no or low) brand ritual was associated with a stronger consumer self‐brand connection, while for utilitarian products, low brand ritual was linked to a stronger consumer self‐brand connection. Implications of the findings are discussed.