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The purpose of this study is to examine factors influencing consumers’ intention to purchase Halal cosmetics through the lens of theory of consumption values (TCV).

This study employed a quantitative research methodology, collecting data from 185 respondents through an online questionnaire. The participants, selected via purposive sampling, were all current purchasers of cosmetics. The data were analyzed using partial least square structural equation modeling (PLS-SEM) with the assistance of IBM SPSS and SmartPLS software.

This research reveals that emotional value is the most substantial value predictor, followed by epistemic value, conditional value and functional value. Further, the moderation analysis shows that the effect of conditional value is strengthened when the consumer are from a higher social class.

This study reveals that consumption values with context-specific attributes directly impact consumer purchase intentions towards Halal cosmetics, while social class acts as a significant catalyst. This offers a fresh perspective that mitigates the traditional misconceptions about Halal cosmetics among Malaysians, highlighting the complexity and resilience of consumer adoption in this innovative sector.

The purpose of this study is to explore the consequences of brand grief resulting from the loss of strong consumer-brand relationships (CBR) and devise a typology of grieving consumers. The paper specifically attempts to understand the effect of brand grief stemming from the termination of CBR due to brand death and brand transgression in the context of product and human brand.

Considering the exploratory nature of this study, qualitative research methodology employing in-depth interviews from consumers of global products and human brands is employed. To derive further insights, the artifacts shared by the consumers were also analyzed.

The research identifies several notable consequences of brand grief, encompassing switching, avoidance, hoarding and diminution of trust. Furthermore, a typology is developed to better understand the diverse reactions to brand grief. This model categorizes grieving consumers into four distinct groups – switchers, evaders, amassers and skeptics – across the three stages of grief: onset, experience and acceptance. These findings are consistent across both product and human brands.

Grounded in theories of possessions, loss and recovery and symbolic interactionism across the salient stages from onset to the experiences and eventual acceptance of brand grief, this research delves into the under-examined consequences of brand grief within the marketing literature. Further, the proposed typologies illuminate the scantly understood behaviors of grieving consumers as they navigate the grieving process following CBR loss due to brand death and transgression.