Brand Recovery in the Context of Sacred Consumption: An Institutional Perspective

摘要

The purpose of this study is to advance existing conceptualization of brand transgressions in the context of sacred consumption.Beyond traditional brand transgression research focusing on competence-based transgression,this research examines the concept of brand transgression for a value-based transgression involving"sacred brands"(e.g.Kosher or Halal brands).This study applies the discontinuation paradigm and posits that a brand transgression in the context of sacred consumption,results in a unique disconfinnation of expectations that exceeds a traditional consumer-brand relationship.The context of sacred consumption involves a disconfinnation of expectations with"The Sacred,"as consumers have committed a"sin"by not adhering to their religious beliefs due to the brand transgression.Hence,in the context of sacred consumption,consumers may have unique perceptions and reactions towards a brand transgression involving"sacred brands."This research aims to investigate the following questions: 1.How does the context of sacred consumption affect consumers'response to brand transgressions? 2.What are the effective recovery strategies that will help mitigate the negative consequences of a brand transgression involving"sacred"brands?