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The Interplay of Religious Symbols and Cultural Values Theory in Advertising

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  • 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
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    References listed on IDEAS

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