doi:

DOI: 10.3724/SP.J.1042.2018.01141

Advances in Psychological Science (心理科学进展) 2018/26:7 PP.1141-1151

Effects of service ritual on brand well-being: Based on the interaction ritual chain theory


Abstract:
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.

Key words:brand well-being,service ritual,interaction ritual chain,value co-creation orientation,brand-self congruency

ReleaseDate:2018-08-06 13:54:48



菲利普·科特勒, 凯文·莱恩·凯勒. (2009). 营销管理 (卢泰宏, 高辉 译). 北京:中国人民大学出版社.

高良, 郑雪, 严标宾. (2010). 幸福感的中西差异:自我建构的视角. 心理科学进展, 18, 1041-1045.

冉雅璇, 卫海英. (2015). 互动仪式链视角下的品牌危机修复机制研究. 营销科学学报, 11, 18-33.

冉雅璇, 卫海英. (2016). 互动仪式链视角下品牌危机应对的多案例研究. 管理学报, 13, 647-656.

冉雅璇, 卫海英. (2017). 品牌仪式如何形成?——基于扎根理论的探索性研究. 经济管理, 39, 108-121.

冉雅璇, 卫海英, 李清, 雷超 (2018). 心理学视角下的人类仪式:一种意义深远的重复动作. 心理科学进展, 26, 169-179.

曾红, 郭斯萍. (2012). "乐"-中国人的主观幸福感与传统文化中的幸福观. 心理学报, 44, 986-994.

Anderson, L., Spanjol, J., Jefferies, J. G., Ostrom, A. L., Nations Baker, C., Bone, S. A.,... Rapp, J. M. (2016). Responsibility and well-being:Resource integration under responsibilization in expert services. Journal of Public Policy & Marketing, 35, 262-279.

Bettingen, J. F., & Luedicke, M. K. (2009). Can brands make us happy? A research framework for the study of brands and their effects on happiness. Advances in Consumer Research, 36, 308-315.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience:What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73, 52-68.

Brooks, A. W., Schroeder, J., Risen, J. L., Gino, F., Galinsky, A. D., Norton, M. I., & Schweitzer, M. E. (2016). Don't stop believing:Rituals improve performance by decreasing anxiety. Organizational Behavior and Human Decision Processes, 137, 71-85.

Brown, K. R. (2011). Interaction ritual chains and the mobilization of conscientious consumers. Qualitative Sociology, 34, 121-141.

Collins, R. (2004). Interaction ritual chains. Oxford:Princeton University Press.

Concha-Ferreira, J. I. (2014). Brands, welfare and welfare-cool. Ephemera:Theory and Politics in Organization, 14, 109-117.

Conway, R. (2012). Flourish:A new understanding of happiness and well-being-and how to achieve them, by Martin E.P. Seligman. The Journal of Positive Psychology, 7, 159-161.

Cooke, P. J., Melchert, T. P., & Connor, K. (2016). Measuring well-being:A review of instruments. The Counseling Psychologist, 44(5), 730-757.

Devezer, B., Sprott, D. E., Spangenberg, E. R., & Czellar, S. (2014). Consumer well-being:Effects of subgoal failures and goal importance. Journal of Marketing, 78, 118-134.

Diener, E. (1984). Subjective well-being. Psychological Bulletin, 95, 542-575.

Durkheim, E. (1999). The rules of sociological method (W. Hu, Trans.). Beijing:Huaxia Publication House.

Easterlin, R. A. (1995). Will raising the incomes of all increase the happiness of all?. Journal of Economic Behavior & Organization, 27, 35-47.

Fang, J., Russell, R., & Singh, S. (2014). Exploring the impact of mobile money services on marketing interactions in relation to consumer well-being in subsistence marketplaces-lessons from rural Cambodia. Journal of Marketing Management, 30, 445-475.

Forgeard, M. J. C., Jayawickreme, E., Kern, M. L., & Seligman, M. E. P. (2011). Doing the right thing:Measuring well-being for public policy. International Journal of Wellbeing, 1, 79-106.

Fournier, S. (1998). Consumers and their brands:Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-353.

Garvey, A. M., Germann, F., & Bolton, L. E. (2016). Performance brand placebos:How brands improve performance and consumers take the credit. Journal of Consumer Research, 42, 931-951.

Grzeskowiak, S., & Sirgy, M. J. (2007). Consumer well-being (CWB):The effects of self-image congruence, brand-community belongingness, brand loyalty, and consumption recency. Applied Research in Quality of Life, 2, 289-304.

Guo, L., Arnould, E. J., Gruen, T. W., & Tang, C. (2013). Socializing to co-produce:Pathways to consumers' financial well-being. Journal of Service Research, 16(4), 549-563.

Haumann, T., Güntürkün, P., Schons, L. M., & Wieseke, J. (2015). Engaging customers in coproduction processes:How value-enhancing and intensity-reducing communication strategies mitigate the negative effects of coproduction intensity. Journal of Marketing, 79, 17-33.

Huppert, F. A., & So, T. T. C. (2013). Flourishing across Europe:Application of a new conceptual framework for defining well-being. Social Indicators Research, 110, 837-861.

Johnson, A. R., Matear, M., & Thomson, M. (2011). A coal in the heart:Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38, 108-125.

Kahneman, D., Diener, E., & Schwarz, N. (1999). Well-being:Foundations of hedonic psychology. New York:Russell-Sage.

Maloney, P. (2013). Online networks and emotional energy:How pro-anorexic websites use interaction ritual chains to (re)form identity. Information, Communication & Society, 16, 105-124.

Muñiz, A. M., Jr., & O'Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27, 412-432.

Otnes, C., Crosby, E., Kwon, M., & Chinchanachokchai, S. (2011). The impact of aesthetics in embedded service rituals. E-European Advances in Consumer Research, 9, 23.

Otnes, C. C., Ilhan, B. E., & Kulkarni, A. (2012). The language of marketplace rituals:Implications for customer experience management. Journal of Retailing, 88, 367-383.

Pera, R., Occhiocupo, N., & Clarke, J. (2016). Motives and resources for value co-creation in a multi-stakeholder ecosystem:A managerial perspective. Journal of Business Research, 69, 4033-4041.

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.

Schnebelen, S., & Bruhn, M. (2016). Brands can make consumers happy! Development of a scale to measure brand happiness. In Let's get engaged! Crossing the threshold of marketing's engagement era (pp. 341-342). Springer International Publishing.

Sheng, X. J., Siguaw, J. A., & Simpson, P. M. (2016). Servicescape attributes and consumer well-being. Journal of Services Marketing, 30, 676-685.

Siehl, C., Bowen, D. E., & Pearson, C. M. (1992). Service encounters as rites of integration:An information processing model. Organization Science, 3, 537-555.

Sirgy, M. J., Lee, D. J., & Kressmann, F. (2006). A need-based measure of consumer well being (CWB) in relation to personal transportation:Nomological validation. Social Indicators Research, 79, 337-367.

Sirgy, M. J., Widgery, R. N., Lee, D. J., & Yu, G. B. (2010). Developing a measure of community well-being based on perceptions of impact in various life domains. Social Indicators Research, 96, 295-311.

Sundar, A., & Noseworthy, T. J. (2016). Too exciting to fail, too sincere to succeed:The effects of brand personality on sensory disconfirmation. Journal of Consumer Research, 43, 44-67.

Tang, C. Y., Guo, L., & Gopinath, M. (2016). A social-cognitive model of consumer well-being:A longitudinal exploration of the role of the service organization. Journal of Service Research, 19, 307-321.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind:Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15, 77-91.

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms:An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44, 5-23.

Wei, H., & Ran, Y. (2017). Male versus female:How the gender of apologizers influences consumer forgiveness. Journal of Business Ethics, 1-17.

Winterich, K. P., & Nenkov, G. Y. (2015). Save like the Joneses:How service firms can utilize deliberation and informational influence to enhance consumer well-being. Journal of Service Research, 18, 384-404.