God and Mammon: The Influence of religiosity on brand connections

Aric Rindfleisch, Nancy Wong, James E. Burroughs

Research output: Chapter in Book/Report/Conference proceedingChapter


Religiosity may seem like an odd topic for a book about the connected customer. As evidenced by the other chapters in this volume, current perspectives on customer connections are strongly secular in nature. This secular quality reflects the broader marketing literature, which has paid scant attention to religiosity. Like many social scientists, marketing scholars may doubt the appropriateness of religiosity as a topic for scientific inquiry (Ebaugh, 2002). We have no such doubt, and we suggest that religiosity is a highly relevant topic for marketing scholarship in general and for understanding the connected customer in particular. Thus, we ask, “What is the influence of religiosity on the strength of the connections that customers form with their brands?" Although our predictor (i.e., religiosity) is rather distinctive, our outcome (i.e., customer-brand connections) is quite consistent with many of the other chapters in this collection.

Original languageEnglish (US)
Title of host publicationThe Connected Customer
Subtitle of host publicationThe Changing Nature of Consumer and Business Markets
PublisherTaylor and Francis
Number of pages39
ISBN (Electronic)9781135176914
ISBN (Print)9781848728370
StatePublished - Jan 1 2011
Externally publishedYes

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting
  • General Psychology

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