Document Type

Article

Publication Date

12-1-2016

Publication Title

Journal of Macromarketing

Volume

36

Issue

4

Pages

377-387

Abstract

This study provides a review of religion-related research published in the Journal of Macromarketing (JMK) from 1981 to 2014. A systematic review of the journal identifies 19 key articles at the intersection of religion and macromarketing. Both quantitative and qualitative approaches are utilized to review this body of work in terms of frequency, content, methodology, and authorship. Results reveal four categories of religion-related research in JMK: 1) the impact of religion on macromarketing issues, 2) the impact of macromarketing issues on religion, 3) religion as a theoretical perspective, and 4) religious groups/individuals as a research context. Opportunities for future research on macromarketing and religion are discussed.

Comments

Author Posting. © SAGE 2016. This article is posted here by permission of SAGE Journals for personal use, not for redistribution. The article was published in the Journal of Macromarketing, 2016, ttps://doi.org/10.1177/0276146715623051

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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