Saved by a brand: An odyssey of personal deliverance
深入品牌粉丝的个人生活，揭示品牌如何像宗教一样带来救赎，从品牌启示的关键时刻到摆脱痛苦的过程，品牌成为改善存在的伴侣。
It remains hard to understand the process whereby people claim to have been saved by a brand. How can a commercial entity take on religious meanings like salvation? Our research addresses this mystery by diving deep into the lives of individual brand fans. We describe their journey of salvation by a brand in detail, from the key moment of brand revelation, when the brand appears as savior, to the ways in which the brand delivers them from their sufferings. For these fans, the brand becomes a companion that helps them significantly improve their existence. Our findings demonstrate that the religious dimension of brands is not limited to brand communities and their rituals. This dimension also emerges through the efforts of individual consumers who create their own brand religions and find salvation in the process. Religions do not have a monopoly on salvation; brands can be saviors too.