Abstract
ABSTRACT Ritual, which connects participants within brand communities, is a vehicle for creating and understanding time. Consumer and marketplace rituals have been theorised with respect to staging, enactment, outcomes, and place-making, but little consideration has been devoted to the timescapes that shape them. The study of time in marketing research is broadening beyond the chronos of chronology to the kairos of apperception or momentous liminality. We analyse distinct and interwoven chronos and kairos temporal strands experienced through the course of the vestaval ritual embedded within a brand community, in a plaiting process that ensures that contrasting temporalities co-exist, leaving the participant unmoored in time and resonant with deep personal significance of the moment. We theorise a temporal plaiting process and interpret its significance for ritual efficacy. We conclude with a discussion of research and managerial implications.
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