IDEAS home Printed from https://ideas.repec.org/a/vrs/morgsr/v81y2019i1p119-137n8.html
   My bibliography  Save this article

The Interplay of Religious Symbols and Cultural Values Theory in Advertising

Author

Listed:
  • Žitkienė Rima

    (professor at the Faculty of Economics and Business, Mykolas Romeris University, Lithuania.; Ateities str. 20, Vilnius, LT-08303, Lithuania. Phone: +370 52 714651.)

  • Kriaučiūnaitė-Lazauskienė Gintarė

    (PhD student at the Faculty of Economics and Business, Mykolas Romeris University, Lithuania.; Ateities str. 20, Vilnius, LT-08303, Lithuania. Phone: +370 52 714651.)

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.

Suggested Citation

  • Žitkienė Rima & Kriaučiūnaitė-Lazauskienė Gintarė, 2019. "The Interplay of Religious Symbols and Cultural Values Theory in Advertising," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 119-137, June.
    • Handle: RePEc:vrs:morgsr:v:81:y:2019:i:1:p:119-137:n:8
    DOI: 10.1515/mosr-2019-0008
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/mosr-2019-0008
    Download Restriction: no
    File URL: https://libkey.io/10.1515/mosr-2019-0008?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    2. Gras, N. S. B., 1944. "Religion and Business," Business History Review, Cambridge University Press, vol. 18(02), pages 27-32, April.
    3. Dahl, Darren W. & Frankenberger, Kristina D. & Manchanda, Rajesh V., 2003. "Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 268-280, September.
    4. Ger, Guliz & Belk, Russell W., 1996. "Cross-cultural differences in materialism," Journal of Economic Psychology, Elsevier, vol. 17(1), pages 55-77, February.
    5. Ron Shachar & Tülin Erdem & Keisha M. Cutright & Gavan J. Fitzsimons, 2011. "Brands: The Opiate of the Nonreligious Masses?," Marketing Science, INFORMS, vol. 30(1), pages 92-110, 01-02.
    6. Minton, Elizabeth A. & Kahle, Lynn R. & Kim, Chung-Hyun, 2015. "Religion and motives for sustainable behaviors: A cross-cultural comparison and contrast," Journal of Business Research, Elsevier, vol. 68(9), pages 1937-1944.
    7. Sanjay Putrevu & Krist Swimberghek, 2013. "The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals," Journal of Business Ethics, Springer, vol. 115(2), pages 351-365, June.
    8. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    9. Berggren, Niclas & Bjørnskov, Christian, 2011. "Is the importance of religion in daily life related to social trust? Cross-country and cross-state comparisons," Journal of Economic Behavior & Organization, Elsevier, vol. 80(3), pages 459-480.
    10. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    11. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    12. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    2. Samer Sarofim & Elizabeth Minton & Amabel Hunting & Darrell E. Bartholomew & Saman Zehra & William Montford & Frank Cabano & Pallab Paul, 2020. "Religion's influence on the financial well‐being of consumers: A conceptual framework and research agenda," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 1028-1061, September.
    3. Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić, 2023. "We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 9-33, January.
    4. Hemonnet-Goujot, Aurélie & Valette-Florence, Pierre, 2022. "“All you need is love” from product design value perception to luxury brand love: An integrated framework," Journal of Business Research, Elsevier, vol. 139(C), pages 1463-1475.
    5. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    6. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    7. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    8. Danielle J Brick & Gràinne M Fitzsimons & Tanya L Chartrand & Gavan J Fitzsimons & Gita JoharEditor & Sharon ShavittAssociate Editor, 2018. "Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 991-1014.
    9. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    10. Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.
    11. Tiphaine Gorlier & Géraldine Michel, 2020. "How special rewards in loyalty programs enrich consumer–brand relationships: The role of self‐expansion," Post-Print hal-02494605, HAL.
    12. Imene Becheur & Oula Bayarassou & Hela Ghrib, 2017. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 128-144, June.
    13. Nikhashemi, S.R. & Jebarajakirthy, Charles & Nusair, Khaldoon, 2019. "Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 122-135.
    14. Clarinda Rodrigues & Amélia Brandão & Soniya Billore & Tetsuhisa Oda, 2024. "The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 293-309, May.
    15. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    16. Nguyen, Hang T. & Feng, Hui, 2021. "Antecedents and financial impacts of building brand love," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 572-592.
    17. Grace, Debra & Ross, Mitchell & King, Ceridwyn, 2020. "Brand fidelity: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    18. Bagozzi, Richard P. & Ruvio, Ayalla A. & Xie, Chunyan, 2020. "The material self," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 661-677.
    19. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    20. Sehrash Siddique & Amer Rajput, 2022. "Self-expressiveness and hedonic brand affect brand love through brand jealousy," Future Business Journal, Springer, vol. 8(1), pages 1-13, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:morgsr:v:81:y:2019:i:1:p:119-137:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.