Reconceptualising brand transgressions in the context of sacred consumption: an institutional perspective

Purpose This research investigates how religion uniquely influences consumer behaviour by exploring the dynamics when a brand transgression violates a religious norm. Specifically, the study focusses on the Halal consumption context, where brand transgression involves a breach of trust in Halal-certified brands. We draw upon assimilation contrast effects theory and institutional theory to examine customer responses following a religion-related transgression and identify effective recovery strategies in this unique context. Design/methodology/approach We employed three scenario-based experiments to examine Muslim consumers’ responses following a transgression involving a Halal-certified brand. Study 1 examines the impact of a religion-related brand transgression on brand trust and behavioural intentions (relative to general brand transgression). In Study 2 and Study 3, we draw on institutional theory to highlight institutional actors’ role in influencing consumer behaviour in religion-related transgression. Findings Study 1 revealed that trust and behavioural intentions were significantly lower following a religion-related brand transgression compared to a general brand transgression. Further insights from Studies 2 and 3 highlighted the role of institutions in improving consumer trust and behavioural intentions after a religion-related brand transgression. Originality/value This research examines brand transgressions within sacred consumption, emphasising the unique triadic relationship involving consumers, brands and “The Sacred.” Unlike previous studies that predominantly address competency-based violations, this study extends beyond the conventional dyadic consumer-brand perspective to understand how brands can recover when a sacred relationship is breached. By bridging sacred consumption and institutional theory, this study offers novel insights, highlighting the importance of engaging religious gatekeepers in brand recovery efforts to restore trust and legitimacy.