Brand Cult: Extending the Notion of Brand Communities

Abstract

In this research we propose that [@R12] brand communities may be taken a step further, to what we refer to as brand cult. We define brand cult as an individual’s perceived sense of identity to a group of persons, with an identifiable brand in common that fosters a strong bond to the brand due to the strong group bond. This research explores the evolution of brand communities, recognizes the need for the next step and initiates the conversation of making a transition from brand community to brand cult. To test our conceptual hypothesis we develop three individual scales: brand following, connectedness, and consumer conformity to form the overall brand cult scale. Upon analysis, using a student sample drawn from 22 states, we explore the impact that each of these scales has upon the others and the ultimate brand cult scale. Our results validate the reliability of each individual scale and the brand cult scale making a case for the existence of the brand cult construct. Through an understanding of a brand cult, we believe marketers can manage better relationships with customers centered on an already existing brand.