The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Žitkienė, Rima; Kriaučiūnaitė-Lazauskienė, Gintarė

doi:10.1515/mosr-2019-0008

Abstract

The purpose of this paper is to analyse symbolic advertising and its effect on cultural values in the consumer society. A conceptual framework is grounded in the scientific literature analysis on Christian religious symbols in advertising along with a critical view of its impact on consumers’ cultural values. There is a lack of empirical studies regarding consumers’ approaches towards religious symbols in advertising and their impact on consumption in different cultural values. In this article we are trying to seek an alternative approach to advertising, social, and cultural trends in society.

References

1. Albert, N., Merunka, D. (2013). The Role of Brand Love in Consumer–Brand Relationships // Journal of Consumer Marketing. No. 30(3), pp. 258–266. doi: 10.1108/0736376131132892810.1108/07363761311328928
Open DOI Search in Google Scholar Back to article
2. Bagozzi, R. P., Batra, R., Ahuvia, A. (2017). Brand Love: Development and Validation of a Practical Scale // Marketing Letters. Vol. 28(1), pp. 1–14. doi: 10.1007/s11002-016-9406-110.1007/s11002-016-9406-1
Open DOI Search in Google Scholar Back to article
3. Batra, R., Ahuvia, A., Bagozzi, R. P. (2012). Brand Love // Journal of Marketing. Vol. 76(2), pp. 1–16. doi: 10.1509/jm.09.0339.10.1509/jm.09.0339
Open DOI Search in Google Scholar Back to article
4. Baudrillard, J. (2001). Consumer Society: Myths and Structures. – London: SAGE Publications Ltd.
Search in Google Scholar Back to article
5. Beaudoin, T. (2007). Consuming Faith– Integrating Who We Are with What We Buy. –Rowman & Littlefield.
Search in Google Scholar Back to article
6. Belk, R. W. (1995) Collecting in a Consumer Society. – London: Routledge.
Search in Google Scholar Back to article
7. Berggren, N., Bjørnskov, C. (2011). Is the Importance of Religion in Daily Life Related to Social Trust? Cross-Country and Cross-State Comparisons // Journal of Economic Behavior and Organization. Vol. 80(3), pp. 459–480. doi: 10.1016/j.jebo.2011.05.00210.1016/j.jebo.2011.05.002
Open DOI Search in Google Scholar Back to article
8. Campbell, H. (2007). What Hath God Wrought: Considering How Religious Communities Culture (Or Kosher) The Cell Phone. Continuum // Journal of Media and Cultural Studies. Vol. 21(2), pp. 191–203. doi: 10.1080/10304310701269040.10.1080/10304310701269040
Search in Google Scholar Back to article
9. Campbell, H. A., La Pastina, C. A. (2010). How the iPhone Became Divine: New Media, Religion and the Intertextual Circulation of Meaning // New Media & Society. Vol. 12(7), pp. 1191–1207. doi:10.1177/1461444810362204.10.1177/1461444810362204
Open DOI Search in Google Scholar Back to article
10. Carroll, B. A., Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love // Marketing Letters. Vol. 17(2), pp. 79–89.10.1007/s11002-006-4219-2
Search in Google Scholar Back to article
11. Carver, C. S., Sutton, S. K., Scheier, M. F. (2000). Action, Emotion, And Personality: Emerging Conceptual Integration // Personality and Social Psychology Bulletin. Vol. 26(6), pp. 741–751. doi: 10.1177/0146167200268008.10.1177/0146167200268008
Open DOI Search in Google Scholar Back to article
12. Chatzidakis, A., Lee, M. (2013). Anti-Consumption as the Study of Reasons Against // Journal of Macromarketing. Vol. 33(3), pp. 189–204. doi: 10.1177/0276146712462892.10.1177/0276146712462892
Open DOI Search in Google Scholar Back to article
13. Chidester, D. (2015). The Church of Basketball, the Fetish of Coca-Cola and the Potlatch of Rock n’ Roll / In Bruce David Forbes, Jeffrey H. Mahan ed., Religion and Popular Culture in America. – Berkeley: University of California Press.
Search in Google Scholar Back to article
14. Csikszentmihalyi, M., Rochberg-Halton, E. (1981). The Meaning of Things: Domestic Symbols and the Self. – Cambridge: Cambridge University Press.10.1017/CBO9781139167611
Search in Google Scholar Back to article
15. Dahl, D. W., Frankenberger, K. D., Manchanda, R. V. (2003). Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students // Journal of Advertising Research. Vol. 43, Issue 3, pp. 268–280. doi: 10.1017/S002184990303033210.1017/S0021849903030332
Open DOI Search in Google Scholar Back to article
16. Davie, G. (2007). The Sociology of Religion. – Los Angeles, CA: Sage.
Search in Google Scholar Back to article
17. De Chernatony, L., McDonald, M. (2013). Creating Powerful Brands. – Butterworth-Heinemann.10.4324/9780080476919
Search in Google Scholar Back to article
18. de Maeseneer, Y. (2003). I had Barbie in My Brain / In Desirable God: Our Fascination with Images, Idols and New Deities, eds. Roger Burggraeve, Johan De Tavernier, Didier Pollefeyt, Jo Hanssens. – Leuven: Peeters, pp. 241–265.
Search in Google Scholar Back to article
19. Diego, R., Scott, L., Maclaran, P. (2013). Consumption and Spirituality. – New York: Routledge, pp. 16–25.
Search in Google Scholar Back to article
20. Dupré, T. L. K (2000). Symbols of the Sacred. – Grand Rapids, MI: Eerdmans, pp. 114–126.
Search in Google Scholar Back to article
21. Edson, J. E., Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning // Journal of Consumer Research. Vol. 32(3), pp. 378–389. doi: 10.1.1.108.5210.10.1086/497549
Search in Google Scholar Back to article
22. Einstein, M. (2008). Brands of Faith: Marketing Religion in a Secular Age. – Routledge, London, UK, pp. 136–148.
Search in Google Scholar Back to article
23. Ekins, P; (1991). A Sustainable Consumer Society: a Contradiction in Terms? // International Environmental Affairs. Vol. 3(4), pp. 243–258.
Search in Google Scholar Back to article
24. Flügel, J. C. (1930). The Psychology of Clothes. – London: London Press.
Search in Google Scholar Back to article
25. Featherstone, M. (1991). Consumer Culture and Postmodernism. – London: Sage, pp. 5–9.
Search in Google Scholar Back to article
26. Ger, G., Belk, R. W. (1996). Cross-Cultural Differences in Materialism // Journal of Economic Psychology. Vol. 17, pp. 55–77. doi:10.1016/0167-4870(95)00035-6.10.1016/0167-4870(95)00035-6
Open DOI Search in Google Scholar Back to article
27. Gineikienė, J., Zimaitis, I., Urbonavičius, S. (2015). Controversial Use of Religious Symbols in Advertising / In Ideas in Marketing: Finding the New and Polishing the Old. – Springer International Publishing, pp. 47–50.10.1007/978-3-319-10951-0_26
Search in Google Scholar Back to article
28. Godelier, M., 1973. The Concept of Tribe: Crisis of a Concept or Crisis of the Empirical Foundations of Anthropology? // Diogenes. Vol. 21(81), pp. 1–25. doi : 10.1177/039219217302108101.10.1177/039219217302108101
Open DOI Search in Google Scholar Back to article
29. Gottdiener, M. (1985). Hegemony and Mass Culture: A Semiotic Approach // American Journal of Sociology. Vol. 90, No. 5, pp. 979–1001.10.1086/228173
Search in Google Scholar Back to article
30. Grayson, K., Radan, M. (2004). Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings’ // Journal of Consumer Research, Vol. 31 (September), pp. 296–312. doi: 10.1086/422109.10.1086/422109
Open DOI Search in Google Scholar Back to article
31. Halstead, D., Haynes, P. J., Taylor, V. A. (2009). Service Provider Use of Christian Religious Messages in Yellow Pages Advertising // Advertising & Society Review. Vol. 10(4). doi: 10.1353/asr.0.003810.1353/asr.0.0038
Open DOI Search in Google Scholar Back to article
32. Hamish, P., Thompson, M. (1999). Brand Spirit: How Cause Related Marketing Builds Brands. – Chichester: Wiley, pp. 223–228.
Search in Google Scholar Back to article
33. Hassan, S. S., Katsanis. L. (1994). Global Market Segmentation Strategies and Trends / In Salah S. Hassan and Erdener Kaynak (eds), Globalization of Consumer Markets: Structures and Strategies. – New York: International Business Press, pp. 47–62.
Search in Google Scholar Back to article
34. Hofstede, G., Hofstede, G. J., Minkov, M. (2010). Cultures and Organizations: Software of the Mind, 3rd ed. – New York: McGraw-Hill.
Search in Google Scholar Back to article
35. Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding // Journal of Consumer Research. Vol. 29 (June), pp. 70–90. doi: 10.1086/33992210.1086/339922
Open DOI Search in Google Scholar Back to article
36. James, W. (1890). Principles of Psychology. New York: Holt.10.1037/10538-000
Search in Google Scholar Back to article
37. Inglehart, R., Baker, W. E. (2000). Modernization, Cultural Change, and the Persistence of Traditional Values // American Sociological Review. Vol. 65(1), pp. 19–51. doi: 10.2307/2657288.10.2307/2657288
Open DOI Search in Google Scholar Back to article
38. Inglehart, R., Welzel, C. (2005). Modernization, Cultural Change, and Democracy: The Human Development Sequence. – Cambridge: Cambridge University Press, pp. 61–79.
Search in Google Scholar Back to article
39. Kamat, V., Parulekar, A. A. (2007). Brand Love—The Precursor to Loyalty / In Joseph R. Priester, Deborah J. MacInnis, & C. Whan Park (Eds) // Advertising and Consumer Psychology: New Frontiers in Branding; Attitudes, Attachments, Relationships. – Santa Monica, CA: Society for Consumer Psychology, pp. 94–98.
Search in Google Scholar Back to article
40. Klaus, P., Maklan, S. (2013). Towards a Better Measure of Customer Experience // International Journal of Market Research. Vol. 55, No. 2, pp. 227–246. doi: 10.2501/IJMR-2013-021.10.2501/IJMR-2013-021
Open DOI Search in Google Scholar Back to article
41. Klein, N. (2010). No Logo: Taking Aim at the Brand Bullies. – Vintage: Picado, pp. 69–84.
Search in Google Scholar Back to article
42. Koziniets, R. V. (2002). Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man // Journal of Consumer Research. Vol. 29, pp. 20–38. doi: 10.1086/339919.10.1086/339919
Open DOI Search in Google Scholar Back to article
43. Lee, S., Lovelace, K. J., Manz, C. C. (2014). Serving with Spirit: An Integrative Model of Workplace Spirituality within Service Organizations // Journal of Management, Spirituality & Religion. Vol. 11, No. 1, pp. 45–64. doi: 10.1080/14766086.2013.801023.10.1080/14766086.2013.801023
Open DOI Search in Google Scholar Back to article
44. Leiss, W. S., Kline, S., Jhally, S. (1990). Social Communication in Advertising–Persons, Products and Images of Well-Being. – Routledge, pp. 8–19.
Search in Google Scholar Back to article
45. Levy, S. J. (1959). Symbols for Sale // Harvard Business Review. No. 37, pp. 117–124.
Search in Google Scholar Back to article
46. Lury, C. (2011). Consumer Culture. – New Brunswick, NJ, pp. 56–68.
Search in Google Scholar Back to article
47. Mathras, D., Cohen, A. B., Mandel, N., Mick, D. G. (2016). The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda // Journal of Consumers Psychology. Vol. 26, No. 2, pp. 298–311. doi: https://doi.org/10.1016/j.jcps.2015.08.001.10.1016/j.jcps.2015.08.001
Open DOI Search in Google Scholar Back to article
48. McSweeney, B. (2002). Hofstede’s Model of National Cultural Differences and Their Consequences: A Triumph of Faith-a Failure of Analysis // Human Relations. Vol. 55(1), pp. 89–118. doi: 10.1177/0018726702551004.10.1177/0018726702551004
Open DOI Search in Google Scholar Back to article
49. Miller, D. (1987). Material Culture and Mass Consumption. – Oxford: Blackwell, pp. 230–235.
Search in Google Scholar Back to article
50. Minton, E. A. (2015). In Advertising We Trust: Religiosity’s Influence on Marketplace and Relational Trust // Journal of Advertising. Vol. 44(4), pp. 403–414.10.1080/00913367.2015.1033572
Search in Google Scholar Back to article
51. Minton, E. A. (2016). Sacred Attributions: Implications for Marketplace Behavior // Psychology & Marketing. Vol. 33(6), pp. 437–448. doi: 1002/mar.20889.10.1002/mar.20889
Search in Google Scholar Back to article
52. Minton, E. A., Kahle, L. R. (2017). Religion and Consumer Behaviour / In: Jansson-Boyd, C. V., Zawisza, M. J. (Eds.), International Handbook of Consumer Psychology. – Routledge, New York, NY, pp. 292–311.
Search in Google Scholar Back to article
53. Minton, E. A., Kahle, L. R., Kim, C. H. (2015). Religion and Motives for Sustainable Behaviors: A Cross-Cultural Comparison and Contrast // Journal of Business Research. Vol. 68(9), pp. 1937–1944. doi: 10.1016/j.jbusres.2015.01.003.10.1016/j.jbusres.2015.01.003
Open DOI Search in Google Scholar Back to article
54. Park, C. W., Deborah, J. M., Priester, J., Eisingerich, A., Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers // Journal of Marketing. Vol. 74, No. 6, pp. 1–17. doi: http://dx.doi.org/10.1509/jmkg.74.6.1.10.1509/jmkg.74.6.1
Open DOI Search in Google Scholar Back to article
55. Pendergrast, M. (1997). For God, Country and Coca-Cola - the Unauthorized History of the Great American Soft Drink and the Company That Makes it. – Simon & Schuster.
Search in Google Scholar Back to article
56. Pew Forum (2017). The Landscape Global Religious. Internet access: http://www.pewforum.org/2017/12/18/global-religious-landscape-exec/. >, [accessed May 9, 2019].
Search in Google Scholar Back to article
57. Pine, J. B., Gilmore, J. H. (1998). Welcome to the Experience Economy // Harvard Business Review. Vol. 3, pp. 97–109.
Search in Google Scholar Back to article
58. Pogačnik A., Črnič A. (2014). iReligion: Religious Elements of the Apple Phenomenon // Journal of Religion and Popular Culture. Vol. 26, No, 3, pp. 356–364. doi: 10.3138/jrpc.26.3.353.10.3138/jrpc.26.3.353
Open DOI Search in Google Scholar Back to article
59. Pope, N. L., Voges, K. E., Brown, M. R. (2004). The Effect of Provocation in the Form of Mild Erotica on Attitude to the Ad and Corporate Image: Difference between Cause-Related and Product-Based Advertising // Journal of Advertising. Vo. 33, No. 1, pp. 69–82.10.1080/00913367.2004.10639154
Search in Google Scholar Back to article
60. Putrevu, S., Swimberghek, K. (2013). The Influence of Religiosity on Consumer Ethical Judgments and Responses toward Sexual Appeals // Journal of Business Ethics. Vol. 115, No. 2, pp. 351–365. doi:10.1007/s10551-012-1399-y.10.1007/s10551-012-1399-y
Open DOI Search in Google Scholar Back to article
61. Rehman, A., Shahbaz Shabbir, M. (2010). The Relationship between Religiosity and New Product Adoption // Journal of Islamic Marketing. No. 1, pp. 63–69. doi: doi:10.1108/17590831011026231.10.1108/17590831011026231
Open DOI Search in Google Scholar Back to article
62. Rindfleisch, A., Wong, N., Burroughs, J. E. (2010). God & Mammon: The Influence of Religiosity on Brand Connections / In The Connected Customer: The Changing Nature of Consumer and Business Markets, edited by Wuyts, S. H. K., Dekimpe, M. G., Gijsbrecths, E. & Pieters, R. – Mahwah, NJ: Lawrence-Erlbaum, pp. 163–202.
Search in Google Scholar Back to article
63. Shachar, R., Erdem, T., Cutright, T. M. (2011). Brands: The Opiate of the Nonreligious Masses? // Journal of Marketing Science. Vol. 30, No. 1, pp. 92–110. doi: 10.1287/mksc.1100.059110.1287/mksc.1100.0591
Open DOI Search in Google Scholar Back to article
64. Sheffield, T. (2006). The Religious Dimensions of Advertising. – Palgrave Macmillan, pp. 98–100.10.1057/9780230601406
Search in Google Scholar Back to article
65. Slater, D. (1997). Consumer Culture and Modernity. – Cambridge, UK: Polity, pp. 56.
Search in Google Scholar Back to article
66. Solomon, M. R (1992). Consumer Behavior. – Boston: Allyn & Bacon.
Search in Google Scholar Back to article
67. Stolz, J., Usunier, J. C. (2018). Religions as Brands? Religion and Spirituality in Consumer Society // Journal of Management, Spirituality & Religion. Vol. 16, No. 1, pp. 6–31. doi: 10.1080/14766086.2018.1445008.10.1080/14766086.2018.1445008
Open DOI Search in Google Scholar Back to article
68. Simmel, G. (1903). Fashion. – Los Angeles: University of California Press.
Search in Google Scholar Back to article
69. Sun, X., Wang, P., Lepp, A., Robertson, L. (2014). Symbolic Consumption and Brand Choice: China’s Youth Hostels for the International Travel Market // Journal of China Tourism Research. No.1, pp. 51–68. doi: 10.1080/19388160.2013.870950.10.1080/19388160.2013.870950
Open DOI Search in Google Scholar Back to article
70. Thomson, M., MacInnis, D. J., Park, C. W. (2005). The Ties that Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands // Journal of Consumer Psychology. Vol. 15, No. 1, pp. 77–91. doi: 10.1207/s15327663jcp1501_10.10.1207/s15327663jcp1501_10
Open DOI Search in Google Scholar Back to article
71. Tilich, P., Kimball, R. C. (2015). The Nature of Religious Language in Theology of Culture. – Oxford University Press, pp. 15–18.
Search in Google Scholar Back to article
72. Tiwari, K., Rajendra, S. (2012) Perceived Impact of Ingredient Branding on Host Brand Equity // Journal of Marketing and Management. Vol. 3, No. 1, pp. 60–77. doi: 10.1509/jmkg.66.1.73.18450.10.1509/jmkg.66.1.73.18450
Open DOI Search in Google Scholar Back to article
73. Triandis, H. C. (2018). Individualism & Collectivism. – New York, NY: Routledge, pp. 139–145.10.4324/9780429499845
Search in Google Scholar Back to article
74. Twitchell, J. B. (1999). Lead us into Temptation. – New York (N.Y.): Chichester, West Sussex.
Search in Google Scholar Back to article
75. Wilson, K. (2008). Jesus Brand Spirituality: He Wants His Religion Back. – Nashville, TN: Nelson, pp. 225–228.
Search in Google Scholar Back to article

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Abstract

Paradigm

My account