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1 – 10 of over 1000
Article
Publication date: 25 February 2020

Baba Gnanakumar

Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand

Abstract

Purpose

Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus, have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context that this paper aims to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how such brands of faith have been segmented in the Indian perspective by spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets.

Design/methodology/approach

The primary data were collected from the 1,678 customers of the Isha products. The respondents were selected based on the snowball sampling. The responses were collected from the followers who visited the foundation at least three times during the period of two years in Coimbatore and purchased Isha products worth more than Rs 500. The data were collected between the period August 2016 and April 2018. Of 1,678 responses, 1,465 responses were validated after coding. Of 1,465 responses that were validated, 1,126 responses were found reliable.

Findings

“Cause-related marketing” and “social group endorsement” activities of the firms tend to create a brand image. To find out which of the above activities highly influence the brands of faith, realistic-operating characteristic (ROC) analysis was carried out. ROC curves were drawn to assess the brands of faith centroid values with social group endorsement and cause-related marketing variables. ROC curves explored the precision of diagnostic tests and were used to find the best “cut-off” value for impressive and unimpressive cluster test results.

Research limitations/implications

Cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation are influencing the brands of faith. The followers of the spiritual foundation have their own distinct culture, and their social affinity values increase the brands of faith. Social group endorsement and cause-related marketing are the marketing strategies suitable for spiritual foundation (to market their product/ service). Age, education and occupation are demographic values that influence the brands of faith. The spiritual foundations are segmenting their customers based on the occupational values, and they use the cause-related marketing strategies to increase the values of brands of faith.

Practical implications

As the cultural values related to the art of living have been recognized by society as the measure of social well-being, the spiritual leaders can enhance their brands of faith. The social media communication about cause-related marketing can create trust in society. On the other hand, societal marketing activities cannot target the entire society. Hence, it is to be stratified. While stratifying, the players of diversity markets have to target a group based on the values generated by the stakeholders in the foundation. The diversified markets created by the Indian spiritual gurus are providing cultural diversity.

Social implications

The business value created by spiritual foundations is increasing the social values which are essential to uplift society. The author concludes that if business values and societal values are integrated by any group of people, it improves economic value to that society and they can use the social currency in the form of “brands of faith”.

Originality/value

The cultural values of a society are measured and compared with national and global index. The enumerate method is an original one.

Details

European Business Review, vol. 32 no. 3
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 22 April 2022

Denni Arli, Narain Gupta, Deepak Sardana and Piyush Sharma

This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers'…

Abstract

Purpose

This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders.

Design/methodology/approach

This paper comprises two survey-based studies with urban consumers in two emerging markets, India (N = 303) and Indonesia (N = 150).

Findings

Intrinsic religiosity has a direct positive effect on extrinsic religiosity, which in turn mediates the effect of intrinsic religiosity on the perceived value of the brands endorsed by religious leaders in both India and Indonesia. However, extrinsic religiosity has a significant positive effect on the perceived value of these brands through the perceived role of religious leaders in India but not in Indonesia.

Research limitations/implications

Samples for both the studies are drawn from urban consumers in India and Indonesia, which also have large rural populations. Hence, future research may use both urban and rural samples from other countries to replicate our results.

Practical implications

The study findings may help both local and global brand managers in the emerging markets with religious societies, such as India and Indonesia, to understand how they may use endorsements by religious leaders to manage the differences in the impact of consumers' intrinsic versus extrinsic religiosity on their brand perceptions and evaluations.

Originality/value

This paper extends social identity theory to the international marketing context by showing that religious consumers in the emerging markets are likely to support the brands endorsed by religious leaders vis-à-vis other national or multinational brands. Thus, religious identification offers a unique sacred worldview and unlimited group membership, unlike other social groups, especially in the highly religious emerging markets.

Details

International Marketing Review, vol. 40 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 22 May 2020

Zhanna Belyaeva, Demetris Vrontis, S.M. Riad Shams, Alkis Thrassou and Antonino Galati

Abstract

Details

European Business Review, vol. 32 no. 3
Type: Research Article
ISSN: 0955-534X

Article
Publication date: 9 March 2015

Isabelle Aoun and Laurent Tournois

Branding in faith-based consumer markets, in which marketing practices, religion, and consumption intersect, is largely unexplored. The purpose of this paper is to investigate how…

5293

Abstract

Purpose

Branding in faith-based consumer markets, in which marketing practices, religion, and consumption intersect, is largely unexplored. The purpose of this paper is to investigate how brands integrate religious concerns into their strategies through Halal branding. The central logic of authors’ view is that branding applied in a particular consumer market (i.e., Muslim) could enrich dominant (Western) branding theory.

Design/methodology/approach

Although challenging, qualitative research offers a valuable lens in international marketing research in allowing researchers to study organizations and contexts in their natural settings, enabling a more holistic approach, instead of imposing one’s culturally informed pre-conceptions (Boyacigiller and Adler, 1991). In this regard, a multiple case study approach considering Halal cosmetic brands is used. A replication logic is applied in interpreting the data.

Findings

Holistic branding is a broader concept than what mainstream theory acknowledges; brand attributes go beyond the functional and emotional, offering insights into a spiritual dimension. The proposed model identifies attributes that reflect the brand’s worldview and contribute to holistic branding: spiritual ethos and belief system, sustainable and eco-ethical philosophy, wholesomeness and inclusiveness.

Research limitations/implications

This exploratory research represents the initial step for faith-based/Halal branding; the discussion is confined to the cases under study. The results are not conclusive and require further empirical research to validate their broader applicability.

Practical implications

The study highlights the need for a comprehensive approach to branding of faith-based products. The Halal market (cosmetics and toiletries) may be attractive to companies that seek to widely develop products targeting faith-based Muslim consumer markets.

Originality/value

The study contributes to an area of growing concern from an academic point of view (i.e. Halal branding) by proposing to add a spiritual dimension to holistic branding. Several questions remain and should stimulate further research. Hence, researchers would be able to understand more clearly the meaning of the religious environment and the impact that environmental forces are likely to exert on business decisions.

Details

Journal of Islamic Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 9 October 2017

Rula M. Al Abdulrazak and Ayantunji Gbadamosi

Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences…

2754

Abstract

Purpose

Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap.

Design/methodology/approach

This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic.

Findings

The paper emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship.

Practical implications

This paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences.

Originality/value

This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-à-vis the role of religion, which is rarely examined.

Details

Society and Business Review, vol. 12 no. 3
Type: Research Article
ISSN: 1746-5680

Keywords

Article
Publication date: 1 March 1992

John Conway O'Brien

A collection of essays by a social economist seeking to balanceeconomics as a science of means with the values deemed necessary toman′s finding the good life and society enduring…

1134

Abstract

A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.

Details

International Journal of Social Economics, vol. 19 no. 3/4/5
Type: Research Article
ISSN: 0306-8293

Keywords

Article
Publication date: 25 February 2019

Cheng Lu Wang, Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related…

2060

Abstract

Purpose

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.

Design/methodology/approach

Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables.

Findings

Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism.

Research limitations/implications

This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process.

Practical implications

The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism.

Originality/value

This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.

Details

European Journal of Marketing, vol. 53 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 31 December 2021

Thea van der Westhuizen and Yemisi Adelakun

Entrepreneurs engaging in social entrepreneurship are inspired by a need to make a difference in their local socio-economic circumstances. In developing countries and emerging…

Abstract

Purpose

Entrepreneurs engaging in social entrepreneurship are inspired by a need to make a difference in their local socio-economic circumstances. In developing countries and emerging economies, social entrepreneurs from deep rural areas are tapping into different types of ways to inspire themselves to sustain actions. Little research has been done to investigate the role religion plays as a source of inspiration to rural entrepreneurs in developing countries. Many scholars from economic sciences reject the probability of linking religion to social entrepreneurship. The purpose of this study is to investigate themes as inspired by religious paradigm aspects of desire, disenchantment, epiphany, bridging and enlightenment. A framework was created for social entrepreneurship development by using religious drivers as premise.

Design/methodology/approach

In a partially inductive, exploratory design, this study examined the objectives through a qualitative approach. ATLAS.ti, a qualitative data analysis programme, was used for thematic analysis.

Findings

The key finding was that in this specific rural demographic area, social entrepreneurs often express a common motivation as an aspiration to integrate their religious beliefs and work.

Originality/value

Investigating a specific demographic sample in a deep rural area in Nigeria provided valuable insights into the community’s way of living by incorporating aspects of religious drivers to develop social entrepreneurship. It was also valuable to discover that the sample views qualities such as hard work, independence and thrift as drivers to strengthen their religious belief and in return boost social entrepreneurship.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 15 no. 4
Type: Research Article
ISSN: 2053-4604

Keywords

Article
Publication date: 1 June 2021

Sajith Narayanan and Jyoti Ranjan Das

Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic…

2401

Abstract

Purpose

Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic research on purpose branding is scarce. This paper aims to increase awareness about purpose branding and showcase how it can be implemented successfully through account of Hindustan Unilever Limited (HUL).

Design/methodology/approach

The study is based on qualitative research and case analysis of HUL by examining its published reports, its parent company’s trade publications, press articles and relevant studies in indexed journals.

Findings

Purpose branding is a marketing innovation that delivers increased value to all stakeholders. The account of HUL reveals that purpose branding reaps economic rewards for the organization.

Practical implications

A study by Havas Media group involving 300,000 customers across 33 countries found that the customers would not care if 74% of brands in the world disappeared. In such a context, purpose branding provides a way to make the brand meaningful and play a worthy role in consumers’ lives. HUL’s brands that used this approach grew by 69% and accounted for 75% of its overall growth, showing how other organizations can imbibe it into their brands.

Originality/value

Despite many trade publications on this trending topic, there is limited academic research on purpose branding. This paper focuses on understanding this concept and demonstrates its successful use by an organization.

Details

International Journal of Innovation Science, vol. 14 no. 3/4
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 4 September 2009

Nando Malmelin and Jukka Hakala

The purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign.

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Abstract

Purpose

The purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign.

Design/methodology/approach

The paper presents a conception of integrative brand management and a case analysis.

Findings

The paper presents a thorough case analysis of the Dove campaign, and a framework of integrative brand management.

Originality/value

The paper contributes a framework for organizational brand analysis and management that is applicable to corporate communications, and also contributes a thorough case analysis of the international Dove campaign.

Details

Business Strategy Series, vol. 10 no. 5
Type: Research Article
ISSN: 1751-5637

Keywords

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