Ningbo University of Finance & Economics

The dimensions and realization mechanism of brand Jing-Jie(境界) initiated by brand ritual behaviours: a grounded analysis inspired by Chinese Zen Jing-Jie(境界) theory

Purpose This research seeks to explain the phenomenon of consumers' internal growth initiated by brand ritual behaviours, by establishing a novel construct “brand Jing-Jie(境界)”, inspired by Chinese Zen Jing-Jie(境界)theory. The connotation of “brand Jing-Jie(境界)” is a supplem...