Exploring the Impact of Product Symbolism on Consumer Loyalty: A Perspective from Consumption Ritualization

Purpose: This research proposes the symbolism-ritualization-loyalty model, integrating the perceived value-loyalty model and the ritual-loyalty model within the SOR framework to explore the relationships between product symbolism, consumption ritualization, and consumer loyalty. Design/methodology/a...

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Bibliographic Details
Published in:Global business and management research 2023-04, Vol.15 (2), p.1-24
Main Authors: Zhuoqun, Li, Tat, Huam Hon, Keong, Chan Sai
Format: Article
Language:English
Subjects:
Brand loyalty
Consumer behavior
Consumers
Loyalty programs
Marketing
Structural equation modeling
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Summary:Purpose: This research proposes the symbolism-ritualization-loyalty model, integrating the perceived value-loyalty model and the ritual-loyalty model within the SOR framework to explore the relationships between product symbolism, consumption ritualization, and consumer loyalty. Design/methodology/approach: The study used non-prob ability/judgmental sampling procedure and conducted an online survey on 522 digital consumers from WeChat and Alipay mobile apps. A structural equation modeling with PLS approach was employed to examine the direct and indirect effects among the variables. Findings: The results indicate that both symbolic value and product-event fit have significant direct effects on personal ritual, which in turn positively affects consumer loyalty; productevent fit has a significant direct effect on emotional solidarity, ultimately leading to consumer loyalty; personal ritual has an indirect effect on consumer loyalty through emotional solidarity. Practical implications: It is recommended that organizations should incorporate consumption ritualization strategies into their loyalty programs. Meanwhile, marketers should have a strong awareness of external events and be adaptable in implementing timely ritualization practices. Research limitations: Due to the sampling data being limited to China and digital products, we cannot determine whether these research findings can be generalized to other cultural backgrounds or types of products. Originality/Value: This research contributes by proposing the symbolism-ritualizationloyalty model, providing a comprehensive understanding of how incorporating appropriate symbolic value into products that align with external events can enhance consumer loyalty from the perspective of consumer ritualization. Keywords: Product Symbolism, Symbolic Value, Product-Event Fit, Consumption Ritualization, Emotional Solidarity, Loyalty
ISSN:1947-5667