This research actually began as a meditation of "transcendent brands.

This research actually began as a meditation of "transcendent brands." It evolv into a close attention of devoted consumers. At this point it may pay to answer to a study of brands to examine what sorts of brands have the greatest potential for achieving affective commitment and devotion. For example, a certain brands may be better suited for addressing the consumer antecedent "ne for distinction," by means of being more visible in use or by dint of serving an "emblematic function" (Holman 1980) a certain brands may be better suited for ritualistic usage.

In addition, the example should be tested empirically with quantitative data as well as qualitative data. It would be useful to unravel and test propositions relating to the relationships in our original For example, the strength of the relationship between affective commitment and the various issues should be examined. Differences among consumer who remain at normative commitment, those who remain at calculative commitment, and those who instigate to affective commitment and devotion would also be useful to examine. Determining to what degree to identify those consumers who would principally readily move to affective commitment would be valuable to managers.

An important to come direction is to determine effective means of applying the prototype This would include research to determine the sorts of sacralization processe that can be initiated from marketers. Possibilities include extraordinary performance or service evens that provide quintessence, or occurrences that help to provide transcendent experiences. Similarly, it would warrant investigation to determine what sorts of things marketers can do to encourage sustaining behaviors. An important aspect of this close attention would be to determine whether the deliberate attempts at the marketers to create sacralization processe and sustaining behaviors will fail simply because they are deliberate attempts from marketers. Perhaps a sacralization proces would be profaned if it was initiated as a commercial activity. Perhaps sustaining behaviors introduced at marketers would not be perceived as volitional according to consumers and consequently participation in them would not necessarily necessitate continued loyalty.