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El. knyga: Interfaith Marketing: A Cross-Religious Approach

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The book gives an overview of the current state of knowledge of comparative religious research, how religious affiliations affect consumer behaviour, and its significance for companies that operate across borders. This volume will be of interest to scholars of international marketing and business, consumer behaviour, and religious studies.



Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the current state of knowledge of comparative religious research.

The authors discuss the basic concepts and approaches of this interdisciplinary field. They describe central concepts of religious studies (e.g. intrinsic vs. extrinsic religiosity) and the various world religions. Then, they analyze how religiosity and religious affiliation influence consumer behavior, and what consequences this has for companies that operate across borders. How can or should they take into account the religious characteristics of their target groups?

This original book will be a valuable resource for scholars of international marketing and business, consumer behaviour, and religious studies.

I: Introduction To Interfaith Marketing 1. Interfaith Marketing: A Neglected Field of Research 2. Religion As a Subject of Social Science Research 3. Religion As a Subject of Business And Economic Research 4. Methodological Problems of Comparative Religion Research II: Religion And Religiosity 1. Main Concepts of Religious Studies 2. Old And New Religions 3. World Religions: An Overview III: Basics Of Consumer Behavior 1. Introduction 2. Religion, Religiosity, And Personality 3. Religion, Religiosity, And Consumer Behavior 4. Purchase Motives and Buyer Types 5. Purchase Decisions 6. Customer Satisfaction and Likelihood Of Complaint 7. Customer Loyalty IV: Strategic Marketing 1. Marketing Goals 2. Standardization Vs. Differentiation 3. Target Groups V: Product Policy 1. Types Of Benefits 2. Product Innovation 3. Product Design 4. Branding 5. Product Types VI: Service Policy 1. Forms And Characteristics of Services 2. Service Businesses 3. Perceived Service Quality 4. Managing Service Failures VII: Pricing Policy 1. Attitudes Toward Money and Possessions 2. Price Fairness 3. Price Consciousness 4. Willingness To Pay VIII: Distribution Policy 1. Fundamentals 2. Market Entry Barriers 3. Negotiations 4. Market Entry Strategies 5. Distribution Channels 6. Store Management 7. Shopping Place Preference IX: Communication Policy 1. Communication Goals 2. Target Groups of Communication 3. Time And Subject of Communication 4. Media Usage 5. Personal Communication 6. Advertising

Frank G. Cabano is an Assistant Professor of Marketing at Kansas State University. He previously was an Assistant Professor of Marketing at the University of Texas at El Paso. His major fields of research are religions influence on consumer behavior, identity-based consumption, and judgment and decision making. He has published articles in scientific journals such as Journal of Service Research, European Journal of Marketing, Information & Management, Journal of Business Research, Journal of Behavioral Decision Making, Psychology & Marketing, and Marketing Letters.

Stefan Müller was Full Professor of Business Administration and Marketing at Dresden University of Technology. His major fields of research are customer behavior, cross-cultural marketing, international marketing and interfaith marketing. He has published articles in scientific journals such as Journal of International Business Studies, Management International Review, Journal of Business Research, Marketing Letters and Journal of Euromarketing.

Katja Gelbrich is Full Professor of Business Administration and International Management at Catholic University of Eichstaett-Ingolstadt, Germany. Her major fields of research are automated agents, digital services, cross-cultural marketing & management and service recovery. She has published articles in scientific journals such as Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Business Research, Marketing Letters, Business Ethics Quarterly, Journal of Retailing and Consumer Services and Journal of Services Marketing.
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