Territorial Identity and Religious Leisure: the Cultural Brand of Brotherhoods in Andalusia

This study examines Andalusian brotherhoods (cofradías) as cultural place brands, focusing on their ability to generate territorial identity, community cohesion and symbolic projection within contemporary place branding frameworks. Using a sample of 1,093 members from brotherhoods in Málaga and Seville, the research evaluates the intensity of municipal, Andalusian, Spanish, and European identities; the perceived importance of cofradías’ symbolic elements; and the influence of age, gender, and participation frequency on these dynamics. Findings reveal particularly strong municipal and Andalusian identities, especially among younger participants, while Spanish and European identities increase with age. Women show higher levels of identification with Andalusia and Europe. Moreover, cofrade marketing through symbols, colours, iconography, and institutional communication emerges as a key factor in reinforcing territorial identity. The study concludes that brotherhoods act as active agents of cultural place-making, integrating tradition, emotion, and contemporary communication strategies.