Brand religiosity

Purpose The purpose of this paper is to define the brand religiosity phenomenon and develop a theoretical process model showing the interrelationships between brand religiosity and other related concepts leading to the formation of a distinct brand sub-culture or community. Design/methodology/approach A large volume of prior literature on consumer–brand relationships has been reviewed to develop the conceptual framework. Findings The framework developed shows several actionable antecedents and desirable marketing outcomes of brand religiosity. The framework also depicts that brand religiosity leads to the creation of social anti-structure by forming a distinct brand community that frees individuals from the regular social structure and motivates them to adopt a distinct brand sub-culture formed. Theoretical contributions and business policy-related implications of brand religiosity are discussed. Originality/value Value of the study lies in conceptualizing brand religiosity and developing an integrative process model centering the concept.