The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.

Purpose – this article aims to analyse and integrate the limitations of consumer’s decision-making and difficulties for symbolic consumption in relation to symbolic branding. It highlights the symbolic impact to goods, which influenced by advertising and 21st century consumer’s behaviour propagates hedonistic values. Research methodology – the analysis of theoretical scientific literature, comparative study of conceptions. Findings – support the idea that consumers may modify their principles about the symbolic brand depending on both their self-brand relation as well as the effect of social (both live and virtual) influence. Research limitations – it is necessary to acknowledge that the current research is limited by broad scope consumer behaviour theories and methods (we in passing analysed empirical proves). Practical implications – authors suggest that the emergence of brand subculture on consumer behaviour gives the possibility of adjusting specific marketing strategies and presents the shortcomings of current research by pointing out the trends for future empirical studies. Originality/Value – It also highlights that the consumers’ search of symbolism and meaning in brands correlated with their consumer buying decision models, and we claim it could be related to utility theory. The main aim of this article is to analyse the field of symbols in advertising – in terms of their impact on the consumption process.

Purpose – taking into account, that consumption of spirituality and more precisely brand religion in development of the market has been well acknowledged as well as it has been largely abandoned in secular consumer society. The aim of this paper is to explore the theoretical concept of this phenomenon and search for the answers in regards the symbolic brands and fiddled in religious rhetoric to build a narrative tradition for example the symbolic brand, and establish a community of loyal followers, which sticks strong. How do people adjust their religious and spiritual beliefs and practices in such a society? What are the limits to marketing and branding religious and spiritual goods and practices? Design/methodology/approach– the research implements a qualitative exploratory approach using cases of symbolic brands. It explores the causes of religious consumer society and the most common personal adjustments (quality expectations, syncretism, religious shopping) and organizational answers (marketing and branding strategies the theoretical concept of consumer ambiguity and its influence on affect. Our goal is not to test any theory, nor to apply the scheme to any particular phenomenon. Rather, we show that very different ideas and examples about, as branding of religion, quasi-religions, religious-secular competition could be combined into one conceptual scheme. Finding – the research demonstrates the limitations and difficulties for religious marketing and branding. In fact, religious marketing and branding may not be accepted by the organizations’ members and/or by the public in general. Finally, marketing and branding may stumble upon the difficulty that transcendent claims are increasingly difficult to sustain in modern societies. Research limitations/implications – it is acknowledged that the current research is limited by its exploratory nature, however, it highlights that consumer’s search of religion in brands should not always be viewed as negative and provides important insights into the consumption of spirituality and the pursue of the meaning in the life. Practical implications – First, consumption of spirituality in marketing has been poorly researched in recent times. The current research found that individuals did embrace the market in this area and enjoyed the symbolic meaning in branding inherent in many of the products/services on offer. Second, has been niggardly studied in societies in which brand community flourishes. The current research has contributed to this literature through findings, which reveal that we see that modernization creates rules according to which individuals have the right to choose, gives them the resources be able to make choices, and provides representations and values that legitimate religious consumer behavior or new open space for new believing systems. Originality/Value – the theme and the research are not very popular among marketing and sociology researchers and the dangerous of these specific belonging and loyalty to certain brand as religion- still not discovered what an output it will provide to society. Keywords: branding, religion, society, symbols, believes. JEL classification: Z12 - Religion D12 - Consumer Economics: Empirical Analysis