Further studies could investigate the spiritual experience and myth of brand co-creation in non-religious related communities in order to develop the strong conceptual framework of spiritual experience. Another avenue is to link spirituality with “terror management” theory, which has been used in several consumer research studies (e.g., Arndt et al. 2004; Bonsu 2003; Rindfleisch and Burroughs 2004). Future research may require quantitative inquiry to investigate the relation among faith, fear and desire toward consumption