Introspecting the spiritual nature of a brand divorce

Fiona Sussan, Richard Hall and Laurie A. Meamber

Journal of Business Research, 2012, vol. 65, issue 4, 520-526

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.

Keywords: Brand divorce; Brand relationship; Introspection meditation; Spirituality; Self-transformation (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:4:p:520-526

DOI: 10.1016/j.jbusres.2011.02.031

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