Religion, marketing and management
| Paper | Focus | Main findings |
|---|---|---|
| Sood and Nasu (1995) | Religiosity, nationality and Consumer behaviour | Samples were constituted by American Protestants and Japanese consumers. Consumer behaviour does not change between devout and casually religious Japanese, while differences were showed by devout and casually religious American Protestants |
| Henderson (2003) | International tourism and the Islamic religion | Critical aspects of the relationship between Islam and tourism in Malaysia are analysed. There are different ways to approach this issue: the federal government gives priority on meeting the needs of tourists while certain states give precedence to religion (in a country in which influence of religion in everyday-life is deep) |
| Nwankwo et al. (2014) | Religion and consumption of luxury goods | Survey in Morocco among 400 Muslim consumers. The influence of religion diminishes as consumer affordability of luxury goods increases. Women tend more easily to impulse purchases of luxury goods |
| Kirillova et al. (2014) | Religion and hospitality management | Interviews to 30 participants representing Buddhist, Christian and Muslim faith. Interpretation of hospitality varies according to religious values while commercial hospitality is influenced by religion, understood as a money-making venture |
| Jamal and Sharifuddin (2015) | Focus on Halal labelling | Questionnaires to 303 British Muslims. Intensions have a positive relationship with perceived usefulness, vertical collectivism and religiosity Halal labelling would enhance the shopping experiences of British Muslims |
| Cruz et al. (2018) | Religion and multicultural marketplaces | Through 24 interviews (participants were Christian, Muslim, Buddhist or and non- religious), this research shows how religion facilitates entry into and mutual entanglement within multicultural Marketplaces |
| Felix et al. (2018) | Religion and environmental concern | Findings show that religious people are more concerned about the environment than non-religious people in societies presenting low on indulgence compared to societies presenting high on indulgence. The relationship between religiousness and environmental concern is highest for Buddhists and Orthodoxs |
| Ghaderi et al. (2020) | Islam consumers and hospitality management | Islamic beliefs can be supportive of tourism. Religiosity, moreover, influenced the nature of resident interaction with tourists |
| Yousaf and Xiucheng (2018) | Websites and Halal culinary and tourism marketing strategies | Promotion of Halal culinary and tourism in some Asian countries. Japan and South Korea apply unique Halal culinary and tourism marketing strategies to attract Muslim tourists. China does not use its tourism resources to attract Muslims and counts only on its ethnic culinary Heritage |
| Kurt et al. (2020) | Spirituality and Islamic business network in Turkey | Spirituality affects members' commitment to the network and has a deep effect on members' contributions to and demands on the network. As a matter of fact, members who treat their network membership as an extension of their spirituality tend to benefit from intangible resources, while members who conceive their religion as an entry point into the network benefit from tangible and intangible network resources |
| Fam et al. (2004) | Religion and attitudes towards controversial products | Questionnaires to 1,393 were administered to people of different religion (Christians, Muslims, Buddhists) and Non -believers, about some controversial products (gender/sex related products, social/political groups, health and care products, and addictive products). Muslims found advertising of these products as more offensive compared to other participants |
| Butt et al. (2017) | Consumer-based Halal brand equity and religion | A sample of 551 Muslim consumers in Malaysia and Pakistan was involved. A strong religious identity is a predictor of consumer halal choice behaviour and perceived self-expressive religious benefits. Moreover, Halal choice behaviour and predictive self-expressive benefits predict consumer-based halal brand equity |
| Cosgrave and O'Dwyer (2020) | Religious and ethical beliefs and perception of Cause- related Marketing between millenials | This a qualitative study developed on semi-structured interviews in Ireland and United Arab Emirates Consumers who identify as legal/professional practice standard on the ethical continuum may develop barriers to purchasing, despite the positive feelings towards the CRM cause. Religious beliefs represent a moderator of CRM for millennials. Muslims were the most influenced by religion values |
| Mansori et al. (2015) | Religion and novel products | A questionnaire was administered in Malaysia. Findings show that religiosity and ethnicity have a negative relationship with openness to change and positive with conservation value. Consumer innovativeness and individual values mediate between religiosity and ethnicity and acceptance of new products |
| Karaosmanoglu et al. (2018) | Corporate brand transgression and religion | A 2 × 2 experimental design has been applied in Turkey. Religious consumers punish corporate brand transgressors more than intrinsically religious consumers aside of the transgression severity levels |
| Suki and Suki (2015) | Green food consumption and religion | Survey involving 700 participants (Muslim and non- Muslim) in Malaysia. Non- Muslims: discrimination towards green food consumption is predicted by specific needs, environmental values related to green food and governmental efforts Muslims: diet based on religious laws |
| Luqmani et al. (1989) | Advertising and religion | Advertising in Saudi Arabia is compatible with religious indications |
| Almossawi (2014) | Impact of religion on promotional aspects of packages | Interviews and a questionnaire characterized the empirical analysis, among 300 Muslim students in Bahrain Contentious packaging runs a high risk of tarnishing a company's reputation and appeal. Muslims could consider these companies as promoters of fornication with risk of boycott |
| Fam et al. (2013) | Advertising and religion | Methodology: interviews to 931 people in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai). Dislikeability of advertising is influenced by culture and religion |
| Kassim et al. (2016) | Values (religion, family and community), luxury goods and materialism | Questionnaire survey to1,388 in Malaysia and Saudi Arabia. Saudi consumers: materialism is influenced by religious and family values (with an inverse relationship). Malaysia: materialistic tendency influenced only by family values (findings showed they were more materialistic than Saudis) |
| Gayatri and Chew (2013) | Service quality and Islam | Interviews to 36 participants from Indonesia. Perception of quality strongly influenced by these religious values: general Islamic values, Halal/Haram, attention to Islamic religious activities, honesty, modesty, and humaneness and trustworthiness |
| Paper | Focus | Main findings |
|---|---|---|
| Religiosity, nationality and Consumer behaviour | Samples were constituted by American Protestants and Japanese consumers. Consumer behaviour does not change between devout and casually religious Japanese, while differences were showed by devout and casually religious American Protestants | |
| International tourism and the | Critical aspects of the relationship between Islam and tourism in Malaysia are analysed. There are different ways to approach this issue: the federal government gives priority on meeting the needs of tourists while certain states give precedence to religion (in a country in which influence of religion in everyday-life is deep) | |
| Religion and consumption of luxury goods | Survey in Morocco among 400 Muslim consumers. The influence of religion diminishes as consumer affordability of luxury goods increases. Women tend more easily to impulse purchases of luxury goods | |
| Religion and hospitality management | Interviews to 30 participants representing Buddhist, Christian and Muslim faith. Interpretation of hospitality varies according to religious values while commercial hospitality is influenced by religion, understood as a money-making venture | |
| Focus on Halal labelling | Questionnaires to 303 British Muslims. Intensions have a positive relationship with perceived usefulness, vertical collectivism and religiosity | |
| Religion and multicultural marketplaces | Through 24 interviews (participants were Christian, Muslim, Buddhist or and non- religious), this research shows how religion facilitates entry into and mutual entanglement within multicultural | |
| Religion and environmental concern | Findings show that religious people are more concerned about the environment than non-religious people in societies presenting low on indulgence compared to societies presenting high on indulgence. The relationship between religiousness and environmental concern is highest for Buddhists and Orthodoxs | |
| Islam consumers and hospitality management | Islamic beliefs can be supportive of tourism. Religiosity, moreover, influenced the nature of resident interaction with tourists | |
| Websites and Halal culinary and tourism marketing strategies | Promotion of Halal culinary and tourism in some Asian countries. Japan and South Korea apply unique Halal culinary and tourism marketing strategies to attract Muslim tourists. China does not use its tourism resources to attract Muslims and counts only on its ethnic culinary | |
| Spirituality and Islamic business network in Turkey | Spirituality affects members' commitment to the network and has a deep effect on members' contributions to and demands on the network. As a matter of fact, members who treat their network membership as an extension of their spirituality tend to benefit from intangible resources, while members who conceive their religion as an entry point into the network benefit from tangible and intangible | |
| Religion and attitudes towards controversial products | Questionnaires to 1,393 were administered to people of different religion (Christians, Muslims, Buddhists) and Non | |
| Consumer-based Halal brand equity and religion | A sample of 551 Muslim consumers in Malaysia and Pakistan was involved. A strong religious identity is a predictor of consumer halal choice behaviour and perceived self-expressive religious benefits. Moreover, Halal choice behaviour and predictive self-expressive benefits predict consumer-based halal brand equity | |
| Religious and ethical beliefs and perception of Cause- related Marketing between millenials | This a qualitative study developed on semi-structured interviews in Ireland and United Arab Emirates | |
| Religion and novel products | A questionnaire was administered in Malaysia. Findings show that religiosity and ethnicity have a negative relationship with openness to change and positive with conservation value. Consumer innovativeness and individual values mediate between religiosity and ethnicity and acceptance of new products | |
| Corporate brand transgression and religion | A 2 × 2 experimental design has been applied in Turkey. Religious consumers punish corporate brand transgressors more than intrinsically religious consumers aside of the transgression severity levels | |
| Green food consumption and religion | Survey involving 700 participants (Muslim and non- Muslim) in Malaysia. Non- Muslims: discrimination towards green food consumption is predicted by specific needs, environmental values related to green food and governmental efforts | |
| Advertising and religion | Advertising in Saudi Arabia is compatible with religious indications | |
| Impact of religion on promotional aspects of packages | Interviews and a questionnaire characterized the empirical analysis, among 300 Muslim students in Bahrain | |
| Advertising and religion | Methodology: interviews to 931 people in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai). Dislikeability of advertising is influenced by culture and religion | |
| Values (religion, family and community), luxury goods and materialism | Questionnaire survey to1,388 in Malaysia and Saudi Arabia. Saudi consumers: materialism is influenced by religious and family values (with an inverse relationship). Malaysia: materialistic tendency influenced only by family values (findings showed they were more materialistic than Saudis) | |
| Service quality and Islam | Interviews to 36 participants from Indonesia. Perception of quality strongly influenced by these religious values: general Islamic values, Halal/Haram, attention to Islamic religious activities, honesty, modesty, and humaneness and trustworthiness |
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