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    Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands

    267362.pdf (263.1Kb)
    Access Status
    Open access
    Authors
    Sardana, D.
    Gupta, N.
    Sharma, Piyush
    Date
    2018
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Sardana, D. and Gupta, N. and Sharma, P. 2018. Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands. International Journal of Consumer Studies. 42 (6): pp. 724-735.
    Source Title
    International Journal of Consumer Studies
    DOI
    10.1111/ijcs.12467
    ISSN
    1470-6423
    School
    School of Marketing
    Remarks

    This is the peer reviewed version of the following article: Sardana, D. and Gupta, N. and Sharma, P. 2018. Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands. International Journal of Consumer Studies [In Press], which has been published in final form at 10.1111/ijcs.12467. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving at http://olabout.wiley.com/WileyCDA/Section/id-828039.html

    URI
    http://hdl.handle.net/20.500.11937/69642
    Collection
    • Curtin Research Publications
    Abstract

    This paper extends the growing research on the influence of religion and spiritualism on consumer behavior by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of FMCG (Fast Moving Consumer Goods) brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research.

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