Appealing to the imagination: Effective and ethical marketing of religion

Abela, Andrew V.

doi:10.1016/j.jbusres.2013.03.011

Cited by 26 publications

(14 citation statements)

References 76 publications

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“…Second, social pressure causes religious managers to behave in peculiar ways. In a pluralistic market, religious managers may choose to increase advertising expenditure to appeal to the imaginations of the locals (Abela, 2014) in efforts to make themselves and/or the firm appear more devout, conform to social expectations and win over social favour and goodwill (Hopkins et al, 2014). As regional effects in terms of culture and behaviour have been found to affect firm performance (Burrus et al, 2018), firms headquartered in religious districts are also likely to be less risky due to the influence of religious local residents (Brammer et al, 2007).…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

Religiosity and Corporate Risk-taking

Cheong

2018

AJFA

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This paper studies the influence of religiosity on corporate risk-taking. The study uses unique micro-level data on religious devotion and distinguishes between manager religiosity, firm intrinsic religiosity, firm extrinsic religiosity, and social capital. Analysis shows that manager religiosity is associated with lower risk-taking. Firm intrinsic religiosity however, moderates this association. Further analysis shows that managers of Islamic firms are more likely to make risky decisions as compared to managers of other firms due to socio-religious pressure. Manager religiosity is also associated with lower firm equity risk. The results also suggest that strong external monitoring weakens the negative relationship between religiosity and risk-taking. This study shows how religious managers may be a double-edged sword. Religious managers are not risk-takers but are susceptible to social pressure. They are however, also more well-adjusted to a changing environment which inspires confidence in the markets.

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Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

Religiosity and Corporate Risk-taking

Cheong

2018

AJFA

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“…With the recent rise in the power of the emerging economies, there is growing interest in the ongoing socio‐economic changes in their societies (e.g., Cavusgil, Ghauri, & Akcal, ; Meyer & Peng, ; Sharma, ). Marketing researchers in particular, are now paying attention to the impact of social contexts and norms, such as materialism (Sharma, ; Yang & Stening, ), pragmatism (Yang & Stening, ) as well as religiosity and spirituality (Arli, Cherrier, & Tjiptono, ; Casidy, Phau, & Lwin, ; El‐Bassiouny, ; Jamal & Sharifuddin, ) on consumer choices and behaviours (Abela, ; Izberk‐Bilgin, ; Mathras, Cohen, Mandel, & Mick, ; McAlexander, Dufault, Martin, & Schouten, ). This study seeks to contribute to the growing body of knowledge on the subject by focusing on the Indian context; a place wherein religion and spirituality play a significant role in influencing norms, behaviours and actions in society.…”

Section: Introductionmentioning

confidence: 99%

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Sardana

Gupta

Sharma

2018

Int J Consumer Studies

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This paper extends the growing research on the influence of religion and spiritualism on consumer behaviour by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of Fast Moving Consumer Goods brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research.

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“…However, what usually falls under scrutiny is the way in which various religious or spiritual beliefs can be marketed and marketised (e.g. Abela, 2014;Culliton, 1959), and how they shape consumers' behaviour with regards to commodities and the market, both in the West (e.g. McAlexander et al, 2014;O'Guinn & Belk, 1989;Rinallo et al, 2012;Suddaby, 2019) and beyond (e.g.…”

Section: What Theology?mentioning

confidence: 99%

Mapping the absence: a theological critique of posthumanist influences in marketing and consumer research

Botez

Hietanen

Tikkanen

2020

Journal of Marketing Management

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In this study, we critically examine the ongoing adoption of various posthumanist influences into the fields of marketing and consumer research from a theological perspective. By conducting a theological-historical assessment, we propose that it is not posthuman notions of human/technology relations, nor their broader context in the emerging non-representational paradigms, that mark radically new disruptions in the continuing restructuring of the disciplines of marketing and consumer research. Instead, we argue that what is taking place is an implicit adherence to a contemporary form of age-old Christian dogma. As a radical conjecture, we thus propose that an identification of certain similarities between Christian dogma and the grounds for various posthumanist frameworks suggest that posthuman thought may well herald the global dissemination of a far more elusive, authoritarian, and hegemonic system than that which posthumanists typically claim to have abandoned. Consequently, we elaborate on implications to developments in marketing thought.

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Appealing to the imagination: Effective and ethical marketing of religion

Cited by 26 publications

References 76 publications

Religiosity and Corporate Risk-taking

Religiosity and Corporate Risk-taking

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Mapping the absence: a theological critique of posthumanist influences in marketing and consumer research

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