Spiritual Value and Its Influence on the Consumer-Brand Relationship

Pursuing spiritual satisfaction has become a consumption trend. However, research on the spiritual value that consumers obtain through brands is scant. This study investigates the brand relationship formed by consumers’ spiritual value through brands along three dimensions: spiritual belonging, brand spiritual identity, and extraordinary experience. The study finds that consumers experience “brand conversion” by acquiring spiritual value through the mediating role of brand beliefs. This is the first study to examine consumers’ acquisition of spiritual value through brands and the outcomes of the newly formed consumer-brand relationship, brand conversion. This study expands the research on the consumer-brand relationship by proposing a new theoretical approach and highlighting the role of the consumer-brand relationship in the acquisition of spiritual value.