How brands can build religious loyalty
(2020) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202Department of Business Administration
- Abstract
- Purpose: This paper investigates the four dimensions that constitute a religion (Saroglou, 2011) and through a literature review and case studies analyse how firms can create customer loyalty by applying these dimensions to their brand management.
Methodology: Literature review, case studies
Findings: By analysing three companies (Apple, Harley-Davidson, and Chanel) and comparing the elements of their brands with the four dimensions, a list of elements making up each religious dimension in the business world were found.
Managerial implications: We propose various practices (or suggested actions to be taken by managers) that can be used to create these elements. A framework is presented serving as a guide for managers wishing to... (More) - Purpose: This paper investigates the four dimensions that constitute a religion (Saroglou, 2011) and through a literature review and case studies analyse how firms can create customer loyalty by applying these dimensions to their brand management.
Methodology: Literature review, case studies
Findings: By analysing three companies (Apple, Harley-Davidson, and Chanel) and comparing the elements of their brands with the four dimensions, a list of elements making up each religious dimension in the business world were found.
Managerial implications: We propose various practices (or suggested actions to be taken by managers) that can be used to create these elements. A framework is presented serving as a guide for managers wishing to use our combination of elements to positively influence their brand loyalty.
Academical implications: We have added to the field of
research connecting religions and brands by starting a discussion on how certain brands use religious dimensions and practices to build their brands and create loyalty.
Original/value: This paper is the first that investigates Saroglou’s (2011) religious dimensions and translates these into business practices. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9031646
- author
- Bander, Mirza LU ; Caplet, Théo and Hartvig, Yasmine
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20202
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Religious branding, brand loyalty, religion, community, brand engagement
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9031646
- date added to LUP
- 2020-11-11 15:27:58
- date last changed
- 2020-11-11 15:27:58
@misc{9031646,
abstract = {{Purpose: This paper investigates the four dimensions that constitute a religion (Saroglou, 2011) and through a literature review and case studies analyse how firms can create customer loyalty by applying these dimensions to their brand management.
Methodology: Literature review, case studies
Findings: By analysing three companies (Apple, Harley-Davidson, and Chanel) and comparing the elements of their brands with the four dimensions, a list of elements making up each religious dimension in the business world were found.
Managerial implications: We propose various practices (or suggested actions to be taken by managers) that can be used to create these elements. A framework is presented serving as a guide for managers wishing to use our combination of elements to positively influence their brand loyalty.
Academical implications: We have added to the field of
research connecting religions and brands by starting a discussion on how certain brands use religious dimensions and practices to build their brands and create loyalty.
Original/value: This paper is the first that investigates Saroglou’s (2011) religious dimensions and translates these into business practices.}},
author = {{Bander, Mirza and Caplet, Théo and Hartvig, Yasmine}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{How brands can build religious loyalty}},
year = {{2020}},
}