Sacred Brands: An Investigative Look At Brand Meaning Within A Brand Community

This paper expands on Belk, Wallendorf and Sherry\u27s 1989 paper conceptualizing sacredness, to determine if these properties exist within a brand community. More specifically, can a brand have properties of sacredness? Qualitative research done within the context of the Jeep brand community indicate that some properties of sacredness do, in fact, exist in this environment. This research, therefore, recommends that further research be collected to better understand the role of \u27sacred\u27 brands in such communities