Denominational affiliation change: Application of the Consu

Denominational affiliation change: Application of the Consu

An analysis of religious affiliation change (brand switching) from a consumer decision perspective applies 3 variants of Howard's Consumer Decision Model (CDM) to 14 denominations of religion. The denominations are considered as brands of religion, and several hypotheses concerning the relation...

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Veröffentlicht in:The Journal of consumer affairs 1993-12, Vol.27 (2), p.227
Hauptverfasser: Goff, Brent G, Gibbs, Manton C
Format: Artikel
Sprache:eng
Schlagworte:
Beliefs
Brand image
Brand loyalty
Brand preferences
Cognitive Processes
Consumer attitudes
Consumer behavior
Consumers
Consumption
Costs
Decision making
Decision making models
Ecumenism
Feedback (Response)
Polls & surveys
Prior Learning
Quality of service
Religion
Religious organizations
Social research
Social Status
Statistical analysis
Studies
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Beschreibung
Zusammenfassung:An analysis of religious affiliation change (brand switching) from a consumer decision perspective applies 3 variants of Howard's Consumer Decision Model (CDM) to 14 denominations of religion. The denominations are considered as brands of religion, and several hypotheses concerning the relationships among the CDM variables are tested via path analysis. Application of the CDM to brands of religion is supported. Implications of the results for consumer theory and consumer's interests are discussed.
ISSN:0022-0078
1745-6606