... to advance the conceptualisation of brand transgressions in the context of sacred consumption. We contend that the relationship between the consumer, the brand, and “The Sacred” transcends the ordinary consumer-brand relationship to that of sacred and spiritual consumption (Belk et al., 1989...

...-based brand equity Brand equity Cross-over effect Consumer-brand relationship Complex product category Managing and developing a brand is an important marketing strategy (Keller, 1993). Brands can streamline choice, ensure optimal quality, mitigate threats and fosters consumer confidence...