This research seeks to explain the phenomenon of consumers' internal growth initiated by brand ritual behaviours, by establishing a novel construct “brand Jing-Jie(境界)”, inspired by Chinese Zen Jing-Jie(境界)theory. The connotation of “brand Jing-Jie(境界)” is a supplement and expansion of traditional brand loyalty.
The data collection is from 32 in-depth interviews. A grounded theory research was adopted for analysis.
Through exploring the realization mechanism by which brand ritual behaviours achieve brand Jing-Jie(境界), this paper explores the phenomenon of brand Jing-Jie(境界) and its three dimensions (oneness state, Zen Satori and self-realization). Specifically, brand ritual behaviours (metaphoricity, repeatability and emotionality) facilitate consumers to comprehend brand tacit knowledge (body learning, brand metaphor internalization and brand ritual meaning), thereby facilitating consumer meaning-making (meaning-confirmation, meaning-projection, meaning-expansion and meaning-negotiation), and ultimately achieving brand Jing-Jie(境界).
The findings propose a novel construct – brand Jing-Jie(境界), which achieves spiritual loyalty, transcends traditional brand loyalty and develops the consumer–brand relationship into a co-cultivation(共修) relationship. Meanwhile, it explores brand tacit knowledge that plays an important antecedent role in transforming brand knowledge into consumer wisdom; it supplements the part of brand knowledge that cannot be conveyed through language and text.
