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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

.... Brand grief, a complex and multi-dimensional emotion, emerges when a cherished CBR is lost. This can be observed in examples such as the discontinuation of Compaq laptops and Toys"R"Us, the transgression of Volkswagen for product brands, as well as the death of human brands like Robin Williams...

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