Introspecting the Spiritual Nature of a Brand Divorce

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
Abstract: 

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.

 

This publication has been peer reviewed.
Publication Type: 
Journal Article
Authors: 
Hall, R.
Sussan, F.
Meamber, L.
Year of Publication: 
2012
Journal, Book, Magazine or Other Publication Title: 
Journal of Business Research
Volume: 
65
Issue: 
4
Pages: 
520-526
Publisher: 
Elsevier
Date Published: 
Sunday, April 1, 2012
Publication Language: 
English
DOI: 
http://dx.doi.org/10.1016/j.jbusres.2011.02.031
Boyer's Domain: 

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