Professor Tulin Erdem will present a seminar on “Brands and Religion.”
Monday, 18th February 2013 from 14:00 - 15:30
The seminar will be followed by a drinks reception at Saïd Business School
By invitation only.
Abstract: Are brands the “new religion”? Practitioners and scholars have been intrigued by the possibility, but strong theory and empirical evidence supporting the existence of a relationship between brands and religion is scarce. In what follows, we argue and demonstrate that religiosity is indeed related to “brand reliance,” i.e., the degree to which consumers prefer branded goods over unbranded goods or goods without a well-known national brand. We theorize that brands and religiosity may serve as substitutes for one another because both allow individuals to express their feelings of self-worth. We provide support for this substitution hypothesis with U.S. state-level data (field study) as well as individual-level data where religiosity is experimentally primed (study 1) or measured as a chronic individual difference (study 2). Importantly, studies 1 and 2 demonstrate that the relationship between religiosity and brand reliance only exists in product categories in which brands enable consumers to express themselves (e.g., clothes). Moreover, studies 3 and 4 demonstrate that the expression of self-worth is an important factor underlying the negative relationship. Religion is a powerful force in many people’s lives, impacting decisions about life, death and everything in-between. It may be surprising then to learn that something as seemingly innocuous as brand name products can undermine an individual’s commitment to religion. We demonstrate that when brands are highly salient, individuals are more likely to devalue religious commitment than when brands are not salient. We find that this is true when brands are incorporated into one’s expression of the self and are thus able to satisfy similar self-expressive needs as religion.
Professor Tulin Erdem joined New York University Stern School of Business as a Leonard N. Stern School Professor of Business and Professor of Marketing in July 2006.
Before joining Stern in 2006, Tülin Erdem has also been the E.T. Grether Professor of Business Administration and Marketing at the Haas School of Business, University of California at Berkeley, where she served also as the Associate Dean for Academic Affairs and the Marketing Group Chair, and the Ph.D. Director at the Haas School of Business.
Her research interests include advertising, brand management and equity, consumer choice, customer relationship management, decision-making under uncertainty, econometric modeling and pricing. She has published several papers in top field journals. She has received best paper awards, as well major research grants, including two major National Science Foundation grants. She is the editor for the Journal of Marketing Research, holds editorial posts at Marketing Science, Quantitative Marketing and Economics and Journal of Consumer Research, and is an editorial board member at the Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science and Marketing Letters.
Tülin Erdem also served as the President of INFORMS Marketing Society (ISMS). She has been the editor- in-chief of Journal of Marketing Research since July 2009. Her term will end on June 30, 2012.
Tülin Erdem has a BA (Boğaziçi University) and MA in Economics and Ph.D. in Business Administration (University of Alberta).
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