“…People living in today's almost demystified world of consumption are increasingly looking out for new opportunities to fill their lives with meaning (Albert, Merunka, & Valette‐Florence, 2013). Consumers often satisfy this deeply rooted desire through the consumption and/or possession of beloved products/brands (Batra, Ahuvia, & Bagozzi, 2012; Gilal, Zhang, Gilal, & Gilal, 2020a; Gilal, Zhang, Paul, & Gilal, 2019). In this context, the development of close relationships between consumers and brands is reported (Belk & Tumbat, 2005; Das, Agarwal, Malhotra, & Varshneya, 2019; Gul, Gul, Gul, & Gul, 2018).…”