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Introspecting the spiritual nature of a brand divorce

Author

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  • Sussan, Fiona
  • Hall, Richard
  • Meamber, Laurie A.

Abstract

This 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.

Suggested Citation

  • Sussan, Fiona & Hall, Richard & Meamber, Laurie A., 2012. "Introspecting the spiritual nature of a brand divorce," Journal of Business Research, Elsevier, vol. 65(4), pages 520-526.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:520-526
    DOI: 10.1016/j.jbusres.2011.02.031
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    References listed on IDEAS

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    2. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    3. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Jerónimo, Rita & Ramos, Tânia & Ferreira, Mário B., 2018. "Trait transference from brands to individuals: The impact of brand-behavior congruency," Journal of Business Research, Elsevier, vol. 88(C), pages 54-65.
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    7. Silvia Platania & Martina Morando & Giuseppe Santisi, 2020. "Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)," Sustainability, MDPI, vol. 12(5), pages 1-13, March.

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