THE CONCEPT OF RELIGIOSITY: DEFINITIONS IN A MARKETING PERSPECTIVE

Authors

DOI:

https://doi.org/10.51594/ijmer.v4i6.323

Abstract

This research purpose is to put a light on the concept of religiosity within the framework of marketing and management. The research is focused on a documentary analysis, and on some observations. The results show that religiosity is understood as a level of beliefs that can be low or that can be high. The recommendation is that research on religiosity should provide a deep understanding of the concept according to each context and to each religious affiliation realities for its better use in research and marketing.

 Keywords: Religiosity, Religious Beliefs, Culture, Religion, Consumer, Believers.

Author Biography

Dr. Théophile Bindeouè Nassè, University of Business and Integrated Development Studies, Ghana / Saint Thomas D'Aquin University

Department of Marketing and Procurement

Published

2022-06-05 — Updated on 2022-06-08

Issue

Section

Articles