consumers. We mobilize the literature about the sacralization process in consumption, enriched by the concept of communitas. An … on gift-giving in such a purchase, they enable to show the re-sacralization process of the product. We conclude by … replacing the usually linear continuum between sacred and profane statuses by a sinusoidal sacralization wave. …

Purpose The purpose of this paper is to reveal the influence of social media in the development of brand sacralization … in young consumers in emerging Asian market. Brand sacralization is the phenomenon where consumers (especially young … media interaction and social media usability on brand sacralization and consequently its influence on online purchase …

market devotees of brands and sacrilize brands giving rise to a phenomenon called brand sacralization where the individual … literature review, the concept of brand sacralization has been defined to bring theoretical sensitivity. Grounded theory method … – Data analysis reveals various underlying dimensions of brand sacralization and various actionable antecedents and …