Religious Marketing is Different

Wrenn, Bruce

doi:10.1080/15332969.2011.533095

Cited by 10 publications

(2 citation statements)

References 21 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Such a flexible negotiation of the sacred and secular boundary in Ghana's Christendom is key to understanding how religion undergoes marketization without the significant tensions and resistance seen in most post-Christendom societies elsewhere (McAlexander et al, 2014). Extending prior research that often assumes secularization of the sacred because of the marketization of religion (Belk et al, 1989;Percy, 2000;Wrenn, 2010), we note how religion appropriates the market's tools and services without diluting its power and its members' loyalty (O'Guinn and Belk, 1989).…”

Section: On the Sacred And Secular In Christendommentioning

confidence: 88%

“…The decline of religion is evidenced by religion's need to adopt market (ing) practices to survive, rather than previously when the market needed to adopt religious principles for legitimacy (Einstein, 2007;Graeber, 2011). This marketization of religion is considered a secularization of the sacredness of religion (Belk et al, 1989;Einstein, 2007;Percy, 2000;Wrenn, 2010). Even megachurches that successfully marketize themselves are criticized for being inauthentic and "water(ing) down the faith" (Thumma and Travis, 2007: p. 91).…”

Section: Oppositionmentioning

confidence: 99%

See 1 more Smart Citation

Church advertising and the marketization of religious hegemony

Appau,

Yang

2023

Marketing Theory

View full text Add to dashboard Cite

This paper contributes to the research on the symbiotic relationship between religion and the market by examining the nature and implications of the marketization of religion in a contemporary Christendom in which religion and the market are hegemonic. Based on our analysis of 3741 church advertisements in Ghana over a 6-year period, we conceptualize three symbiotic relationships that coexist between the market and religion—commensalism, mutualism, and competition. We argue that these symbiotic relationships mirror how religion hegemonizes popular imagination and members’ consumption through marketization in contemporary Christendom. This study extends our understanding of the dialectical relationship between religion and the market by showing that religion can use marketization to perpetuate its hegemony within and beyond the market.

show abstract

Section: On the Sacred And Secular In Christendommentioning

confidence: 88%

Section: Oppositionmentioning

confidence: 99%

Church advertising and the marketization of religious hegemony

Appau,

Yang

2023

Marketing Theory

View full text Add to dashboard Cite

show abstract

The Souls of Man: Marketing and the Welfare of Man

Koku,

Bimenyimana,

Sengabira

2024

Springer Proceedings in Business and Economics

View full text Add to dashboard Cite

Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope

et al. 2015

View full text Add to dashboard Cite

Religion is considered a cornerstone of business ethics, yet the values held dear by a religion, when professed by business organizations serving heterogeneous market segments in secularized societies, can generate conflict and resistance. In this paper, we report findings from a study of stakeholder reactions to the renaming of an Italian public hospital. After the construction of new facilities, the hospital was renamed for the recently canonized Roman Catholic Pope John XXIII. Contrary to expectations, we found no evidence of public criticism surrounding the name change. A fine-grained analysis of a sample of 734 respondents belonging to different stakeholder groups revealed that consumers (patients and citizens) predominantly supported the name change, while employees were often critical and concerned about possible religious influences on medical practice and scientific research. Moving beyond our empirical setting, we propose a process model of brand-religion alignment inspired by McCracken's (J Consum Res 13(1): 71-84, 1986) meaning transfer model, which considers both the alignment process and its reception by relevant audiences. The study also presents managerial implications useful for those brand managers who wish to create effective, respectful links with religion.

show abstract

Religious Marketing is Different

Cited by 10 publications

References 21 publications

Church advertising and the marketization of religious hegemony

Church advertising and the marketization of religious hegemony

The Souls of Man: Marketing and the Welfare of Man

Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope

Contact Info

Product

Resources

About