Brand religiosity: An epistemological analysis of the formation of social anti-structure through the development of distinct brand sub-culture
TL;DR: In this article, the authors define the brand religiosity phenomenon and develop a theoretical process model showing the interrelationships between brand religious beliefs and other related concepts leading to the formation of a distinct brand subculture or community.
Abstract: Purpose
The purpose of this paper is to define the brand religiosity phenomenon and develop a theoretical process model showing the interrelationships between brand religiosity and other related concepts leading to the formation of a distinct brand sub-culture or community.
Design/methodology/approach
A large volume of prior literature on consumer–brand relationships has been reviewed to develop the conceptual framework.
Findings
The framework developed shows several actionable antecedents and desirable marketing outcomes of brand religiosity. The framework also depicts that brand religiosity leads to the creation of social anti-structure by forming a distinct brand community that frees individuals from the regular social structure and motivates them to adopt a distinct brand sub-culture formed. Theoretical contributions and business policy-related implications of brand religiosity are discussed.
Originality/value
Value of the study lies in conceptualizing brand religiosity and developing an integrative process model centering the concept.
Citations
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TL;DR: Wang et al. as discussed by the authors investigated the mediating role of corporate social responsibility (CSR) and United Nations sustainable development goals (SDGs) such as green marketing, and found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty.
Abstract: This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing.,Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model.,The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty.,This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation.,By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR.,The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs.,To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.
15 citations
TL;DR: In this article, a consumer response hierarchy model was developed for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.
Abstract: Purpose
Extant research shows that individual’s relationship with brand can be structurally similar to both interpersonal love relationship and religious relationship. A stream of consumer research states that individual can love a brand like a person loves another person. Another stream of consumer research postulates that individual can perceive brand equivalent to religion, and even substitute religion with brand. Research is scarce connecting these two different paradigms of brand relationship, given that interpersonal relationship is not necessarily as devotional as religious relationship. The purpose of this paper is to conceptualize the psychological process through which an individual can substitute his/her religion with brand. The basic theoretical premise of this substitution behaviour is the proposition that brand meanings can be perceived as equivalent to religious meanings.
Design/methodology/approach
This paper has conducted an integrative review of selected extant research related to individual-brand relationships, interpersonal relationships and religiosity.
Findings
This paper develops a consumer response hierarchy model showing the inter-related psychological processes through which an individual can substitute his/her religion with brand. The model forms the basis for the discussion of theoretical contributions and managerial implications.
Originality/value
The value of this conceptual paper lies in developing a process model for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.
7 citations
01 Jan 2018
TL;DR: In this article, a narrative review of the literature explores current understanding of whether and how consumer brands affect clients' constructs of self and therefore clinical mental health practice and the implications of leaving those gaps unexplored, and future directions for research that might close those gaps.
Abstract: This narrative review of the literature explores current understanding of whether and how consumer brands affect clients’ constructs of self and therefore clinical mental health practice. The relevance of this question stems from the growing body of academic business and marketing literature dedicated to engineering brands into consumers’ constructs of self, and from the marketing infrastructure dedicated to engineering brands suitable for self-construction. From a social constructionist perspective, the question is additionally relevant considering how environmental factors related to constructing the self ultimately affect mental health. Systematic searches of four databases fail to find any articles addressing potential practice implications of building brands into construct of self. Even so, the narrative review and discussion identify gaps in clinical understanding, the implications of leaving those gaps unexplored, and future directions for research that might close those gaps.
4 citations
01 Aug 2019
TL;DR: In this article, the authors explain an approach that is more appropriate in the marketing of Islam termed Brand Religiosity Image and some of its dimensions, but the limitations of this paper that the dimensions mentioned have not been empirically tested.
Abstract: Islamic marketing has a different approach to know its identity. The approach to the concept of brand image has not been able to explore the identity of Islamic marketing. Some dimensions or indicators used in measuring brand image in Islamic marketing are not appropriate and needs adjustment. This is because the concept of Islamic marketing is different from the concept of marketing in general. This paper aims to explain an approach that is more appropriate in the marketing of Islam termed Brand Religiosity Image and some of its dimensions. The limitations of this paper that the dimensions mentioned have not been empirically tested. It is also possible that there are other dimensions in accordance with the Brand Religiosity Image which are not contained in this paper.
4 citations
27 May 2020
TL;DR: In this paper, the authors used a random sampling technique with 100 customers of Islamic banks domiciled in Sidoarjo and at least have become customers of the Islamic banks within one year.
Abstract: One of the marketing strategies at Islamic banks is by building a company's brand image and customer trust to gain customer loyalty. The focus of this research is to show the relationship between brand image, trust and loyalty of Syariah bank customers in Sidoarjo. This study uses a random sampling technique with 100 customers of Islamic banks domiciled in Sidoarjo and at least have become customers of Islamic banks within one year. The analytical method used in this study is a multiple linear regression test and hypothesis testing using IBM SPSS 25 software. The results of this study indicate that if there is an increase in brand image and customer trust will also have an impact on increasing the level of customer loyalty. There is a partial influence of brand image on loyalty and between trust in loyalty, and there is a simultaneous relationship between brand image and trust in customer loyalty of Islamic banks in Sidoarjo.
2 citations
Cites background from "Brand religiosity: An epistemologic..."
...Ini setara dengan makna religius dalam kehidupan, ketika menggunakan merek, pelanggan telah mengekspresikan dirinya ke lingkungannya (Sarkar and Sarkar, 2017), artinya adalah ketika pelanggan menggunakan merek berbasis agama, mereka tampaknya telah menerapkan beberapa perintah agamanya dengan…...
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...Merek agama adalah tingkat di mana individu merasakan makna merek setara dengan makna keagamaan dalam kehidupan (Sarkar and Sarkar, 2017)....
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References
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TL;DR: In The Elementary Forms of Religious Life (1912), Emile Durkheim set himself the task of discovering the enduring source of human social identity as discussed by the authors, and investigated what he considered to be the simplest form of documented religion - totemism among the Aborigines of Australia.
Abstract: 'If religion generated everything that is essential in society, this is because the idea of society is the soul of religion.' In The Elementary Forms of Religious Life (1912), Emile Durkheim set himself the task of discovering the enduring source of human social identity. He investigated what he considered to be the simplest form of documented religion - totemism among the Aborigines of Australia. Aboriginal religion was an avenue 'to yield an understanding of the religious nature of man, by showing us an essential and permanent aspect of humanity'. The need and capacity of men and women to relate socially lies at the heart of Durkheim's exploration, in which religion embodies the beliefs that shape our moral universe. The Elementary Forms has been applauded and debated by sociologists, anthropologists, ethnographers, philosophers, and theologians, and continues to speak to new generations about the origin and nature of religion and society. This new, lightly abridged edition provides an excellent introduction to Durkheim's ideas. ABOUT THE SERIES: For over 100 years Oxford World's Classics has made available the widest range of literature from around the globe. Each affordable volume reflects Oxford's commitment to scholarship, providing the most accurate text plus a wealth of other valuable features, including expert introductions by leading authorities, helpful notes to clarify the text, up-to-date bibliographies for further study, and much more.
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