Religion and Cult Elements Integration in Marketing Activities Guide

Abstract

The aim of this article is to analyse the phenomenon of cult and religion and to make research allowing to create a guide of cult and religion elements integration into marketing activities. Based on the theoretical and empirical analysis, a guide presenting the integration possibilities of religion and cult elements into marketing has been developed. An analysis of the literature and research has revealed that the integration of most religious elements in marketing can help strengthen a brand’s position in the market, establish an emotional connection with consumers and consequently strengthen their loyalty.

Keywords

• emotional connection
• consumer loyalty
• cult
• marketing
• religion
• brand
• emocinis ryšys
• vartotojų lojalumas
• kultas
• rinkodara
• religija
• prekės ženklas