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dc.contributor.authorSardana, Deepak
dc.contributor.authorGupta, Narain
dc.contributor.authorSharma, Piyush
dc.date.accessioned2019-08-01T03:52:19Z
dc.date.available2019-08-01T03:52:19Z
dc.date.issued2018
dc.identifier.issn1470-6423
dc.identifier.doi10.1111/ijcs.12467
dc.identifier.urihttp://hdl.handle.net/10072/383018
dc.description.abstractThis paper extends the growing research on the influence of religion and spiritualism on consumer behaviour by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of Fast Moving Consumer Goods brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWiley
dc.relation.ispartofpagefrom724
dc.relation.ispartofpageto735
dc.relation.ispartofissue6
dc.relation.ispartofjournalInternational Journal of Consumer Studies
dc.relation.ispartofvolume42
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode1505
dc.titleSpirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2018 John Wiley & Sons Ltd. This is the peer reviewed version of the following article: Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands, International Journal of Consumer Studies, Vol. 42, Iss. 6, Special Issue: Spirituality, Religion, and Consumption, Pages 724-735, which has been published in final form at 10.1111/ijcs.12467. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-828039.html)
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gro.griffith.authorSardana, Deepak


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