With consumption upgrading, consumers are placing higher demands on the consumption process. A brand ritual is a ritualized interactive behaviour between consumers and a brand. The brand communication attributes of ritual and consumers’ enthusiasm for the ritual have prompted companies to use ritual elements to form emotional ties with consumers. Brand attachment is the cognitive and emotional bond that connects the brand to the consumer's ego. The brand ritual has a positive influence on brand attachment. The psychological contract reveals how brand rituals act on brand attachment. Consumers establish a transactional psychological contract with the brand based on the functional value of the product acquired and establish a relational psychological contract with the brand during the interaction of the brand ritual. Establishing a psychological contract further strengthens the emotional relationship between the consumer and the brand.

Jiahuan He. The Effect of Brand Rituals on Brand Attachment. Academic Journal of Business & Management (2023) Vol. 5, Issue 1: 14-19. https://doi.org/10.25236/AJBM.2023.050103.

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