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Advances in Psychological Science    2018, Vol. 26 Issue (7) : 1141-1151     DOI: 10.3724/SP.J.1042.2018.01141
Conceptual Framework |
Effects of service ritual on brand well-being: Based on the interaction ritual chain theory
Haiying WEI1,Ying WANG1,Yaxuan RAN2(),Yishi ZHANG1(),Lifang SHU1
1 School of Management, Jinan University, Guangzhou 510632, China
2 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
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Nowadays, consumers expect that brands could not only satisfy their functional needs, but also bring emotional and spiritual experiences. Thus, how to garner brand well-being, which means consumers access well-being from using and consuming a brand, has been a challenge for both theory and practice. In fact, whether a brand can create well-being could be shaped by positive interactions between a brand and its consumers. Thus, we postulate that service ritual, which is a prevalence brand-consumer interaction in practice, could create and enhance a brand’s ability to deliver well-being for consumers. Drawing from the interaction ritual chain theory, service rituals refer to a fixed sequence of behaviors that involve symbolic icons and meaningfulness, whereas brands include a series of identifying, integrating, and signaling symbols, indicating the optimal service ritual could form a well-being chain which connects a brand and its consumers. Based on this rationale, the current research draws on interaction ritual chain theory, proposes the new concept of brand well-being, defines and confirms core elements of service rituals, investigates the relationship between service ritual and brand well-being, and further examines the moderating roles of value co-creation orientation of a company and self-brand congruency. In general, the current research offers novel insights on brands and branding theories, well-being and positive psychology literature, and service management theories, while providing implications for companies how to build and manage their brands.

Keywords brand well-being      service ritual      interaction ritual chain      value co-creation orientation      brand-self congruency     
ZTFLH:  B849:C93  
Corresponding Authors: Yaxuan RAN,Yishi ZHANG     E-mail:;
Issue Date: 29 May 2018
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Haiying WEI
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Haiying WEI,Ying WANG,Yaxuan RAN, et al. Effects of service ritual on brand well-being: Based on the interaction ritual chain theory[J]. Advances in Psychological Science, 2018, 26(7): 1141-1151.
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