Brand ritual is the key to arouse consumers'association and emotion,which is an important link between brands and consumers and one of the emerging perspectives in brand management research field.Academic circle has made a lot of valuable research on brand ritual.In order to promote and enhance the research progress of brand ritual theory and the effect of management practice,this paper reviews the concept of brand ritual,differences between brand ritual and similar concepts,the formation path and after-effect of brand ritual,and gives three directions in future research:the first is clarifying the concept of brand ritual and developing more effective measurement tools,the second is exploring the impact mechanism of brand ritual on information dissemination,the third is carrying out online and offline comparative research on brand ritual.
NETL
NSTL
万方数据
维普
