Religion-Related Research in the Journal of Macromarketing, 1981-2014

Abstract

This study provides a review of religion-related research published in the Journal of Macromarketing (JMK) from 1981 to 2014. A systematic review of the journal identifies 19 key articles at the intersection of religion and macromarketing. Both quantitative and qualitative approaches are utilized to review this body of work in terms of frequency, content, methodology, and authorship. Results reveal four categories of religion-related research in JMK: 1) the impact of religion on macromarketing issues, 2) the impact of macromarketing issues on religion, 3) religion as a theoretical perspective, and 4) religious groups/individuals as a research context. Opportunities for future research on macromarketing and religion are discussed.The Journal of Macromarketing (JMK) has a long, rich tradition of publishing research that "examines important social issues, how they are affected by marketing, and how society influences the conduct of marketing," according to its stated mission. Religion constitutes one of the world's most important social issues, unique in its cognitive, emotional, motivational, and behavioral aspects. Since its inception in 1981, JMK has supported the inclusion and consideration of religion in understanding the macromarketing landscape. The purpose of this paper is twofold. First, we aim to gain insight into and appreciation of how Journal of Macromarketing has shaped to our understanding of macromarketing and religion. Second, the review reveals areas in which scholarship is lacking at the intersection of macromarketing and religion. Following in the path of Jones and Shaw (2006), this literature review focuses specifically on JMK, examining 34 years of religion-related research in the journal in an effort to contextualize the contributions made in this current special issue on Religion and Macromarketing.Religion provides a unique theoretical and substantive perspective in the field of macromarketing. Religion and the market have been indelibly linked throughout history: in the agoras of Plato's Republic and the quest for the 'good life'; in the Holy Bible's pro-trade commandment of "thou shall not steal"; in the modern debate regarding 'religious freedom' for 21 st century corporations. As Mittelstaedt (2002) states, "religion affects (1) what we trade, (2) how we trade, and (3) when and where trade occurs" (p. 7). Around the world, market systems are reciprocally shaped by the religion. Religion-related holidays can promote consumption (e.g., shopping for Christmas gifts) or restrict consumption (e.g., fasting during Yom Kippur). Religion-related values can drive advertising imagery and market regulations (e.g., alcohol advertisements banned in Saudi Arabia). Religion-related norms can predict product viability in a market (e.g., beef and pork are not offered at McDonald's in India). Religions themselves have become increasingly commercialized in the modern marketplace with the increasingly popularity of religion-related spokespersons (e.g., Christian televangelist Joel Osteen) and the marketing ...

A Mixed Blessing

“…First, our study contributes to a better understanding of the reciprocal interaction between marketing and religion in the context of emerging religious movements. In their review, Drenten and McManus (2015) suggest that despite Mittelstaedt's (2002) work on how marketing 41 41 influences religion as a key area of interest for religion and marketing research, scholarship in this field is very limited. They also suggest that more research is needed to examine the reciprocal interaction between marketing and religion, and specifically "how marketing erodes, advances, or sustains religious structures and consumers' religious practices" (p. 9).…”

“…Empirical studies in macromarketing have often investigated how the globalization of markets, brands and products affect local consumers and their religious beliefs (Drenten and McManus 2015; see among others Eckardt and Mahi 2012).…”

“…In their review, Drenten and McManus (2015) show that the majority of religion-related research in JMK is centered on monotheistic, mainstream religions and call for an increased representation of religious groups in the literature. This article thus extends macromarketing research, as it examines the interplay of market-mediated and religious authority in the little studied context of new religious movements (NRM).…”

Religious heterogeneity of food consumers: The impact of global markets upon methods of production

“…In undertaking this study, the research addresses the lack of quantitative research in this field (Drenten and McManus, ) by unravelling the relationships between consumer religiosity and their attitude towards generic “food,” and “meat” products that have been produced in accordance with religious doctrine. By responding to Mukhtar and Butt's () call, this research aims to discover whether persons of one faith act with indifference, tolerance, or abhorrence towards foods that are designated for persons of another faith.…”

Recognizing consumerism as an “illness of an empty soul”: A catholic morality perspective

“…The literature provides examples of the integration of Catholic narratives and social thoughts (Abela, ) in several research topics: ethical issues in marketing (Arli, ; Klein & Laczniak, ); marketing strategy development (Laczniak & Klein, ; Laczniak, Klein, & Murphy, ); nonprofit advertising (Hopkins, Shanahan, & Raymond, ); entrepreneurship education (Naughton & Cornwall, ; Toledano & Karanda, ); or the influence of religion on sustainability stewardship (Leary, Minton, & Mittelstaedt, ). However, Drenten and McManus (), who made a systematic review of the intersection between marketing and religion between 1981 and 2014, revealed that more research is needed to better understand the relationship between religion and macromarketing. More recently, Kurenlahti and Salonen () claimed for a holistic and multidimensional approach to consumerism from the religious perspective.…”