Its influence depending on the degree of perceived identification betweenself and brand images, brand identity encompasses a key role in profaneconsumption behavior. Consumer's differentiation of a certain brand from others,through close identification (Kim, Han et al. 2001) also yields to a sense of belonging to a certain group of consumers (Ashforth and Mael 1989;Bhattacharya, Rao et al. 1995) that already consume the brand, and developsocial identification. Resorting to dialectic relationship process (Berger 1967) information and perpetuation of consumption cultures presents hyper-loyalty brandcommunity research a perspective through identification, promising a theoryenrichment (Bhattacharya, Rao et al. 1995).
Motivations underlying brand loyalty have significant phenomenologicalsimilarities to those that take place while cultures are formed, and reformed(Berger 1967). According to some research, shopping can be compared toreligious sacrifice, especially savings efforts that result in more shopping itemsthan it could have been possible with generous spending (Miller 1998).Humans socially construct societies, and determine the social order of handling various activities. With time, this social order defines the normmethods for activities, and eventually forms a culture. The dialectic relationshipof constructing a culture is an ongoing process among social animal, man, andsociety. Once constructed, a culture is not finished and needs to bereconstructed. Religion, a crucial component of any culture, follows the sameevolution process. Religion is the basis for legitimation of social order andrelations of man, therefore projects these during the course of culture’smaintenance.The tremendous number of tasks that needed to be accomplished forsurvival forced the “unfinished at birth” man to form societies (Berger 1967).Once discovered, “a better, easy, less costly etc. way/method of handling acertain task”, it needed to disclosed to others and ensuing generations.Development of language enabled humans to reach a consensus about an“appropriate way and/or method” of handling a particular task.As soon as an individual released a new idea to society, it was considered to be
, this new idea’s retention and recall was notonly preserved as a privilege for its originator since its label enabled others todo so as well. For example, car can infer numerous things to a consumer;however, once it is labeled as “Saab”, others as well as its launcher can recallwhat the specific vehicle meant. Ultimately, by society naming the new idea as“the proper mean” and practicing it,
had been achieved (Figure1). Continuing with the previous example, its brand community considers “Saab”as the appropriate vehicle that should be used for transportation.