Introspecting the spiritual nature of a brand divorce
AbstractThis introspective piece focuses on a brand divorce that was not deliberate, but rather, was the positive consequence of a spiritual transformation through meditation. From the perspective of the author who was introspecting, the brand divorce was a result of the self-transformation. The paper contributes to the literature on brand relationships, and self-transformational consumer research. The work brings attention to unintentional, consumer-initiated, brand–person relationship dissolution.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 4 ()
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Web page: http://www.elsevier.com/locate/jbusres
Brand divorce; Brand relationship; Introspection meditation; Spirituality; Self-transformation;
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