Religion and Cult Elements Integration in Marketing Activities Guide

Justinas Kisieliauskas () and Monika Milerytė ()
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Justinas Kisieliauskas: Justinas KISIELIAUSKAS – PhD, associate professor at Economics Department, vice-dean of the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.
Monika Milerytė: Monika MILERYTĖ – MBA Vytautas Magnus University, Faculty of Economics and Management, Lithuania. Address: S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2022, vol. 88, issue 1, 101-120

Abstract: The aim of this article is to analyse the phenomenon of cult and religion and to make research allowing to create a guide of cult and religion elements integration into marketing activities. Based on the theoretical and empirical analysis, a guide presenting the integration possibilities of religion and cult elements into marketing has been developed. An analysis of the literature and research has revealed that the integration of most religious elements in marketing can help strengthen a brand’s position in the market, establish an emotional connection with consumers and consequently strengthen their loyalty.

Keywords: emotional connection; consumer loyalty; cult; marketing; religion; brand; emocinis ryšys; vartotojų lojalumas; kultas; rinkodara; religija; prekės ženklas (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:88:y:2022:i:1:p:101-120:n:7

DOI: 10.2478/mosr-2022-0015

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