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Losing and grieving: an approach toward understanding the consequences of brand grief and typology of grieving consumers

Marketing Intelligence & Planning (2025) 43 (3): 653–678.

https://doi.org/10.1108/MIP-06-2023-0252

Published: 22 November 2024

...Sajira Khatoon; Varisha Rehman Purpose The purpose of this study is to explore the consequences of brand grief resulting from the loss of strong consumer-brand relationships (CBR) and devise a typology of grieving consumers. The paper specifically attempts to understand the effect of brand grief...

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