Contemporary Research on Organization Management and Administration
Vol. 2018, 6 (1)
ISSN (online) 2335-7959
Pages: 90-101
Author(s): Gintarė Kriaučiūnaitė-Lazauskienė, Mykolas Romeris University, Lithuania
Status: Published
Full paper link: CROMA_2018_6_1_90-101.pdf

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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 is 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

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