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The role of brand orientation in church participation: an empirical examination

Casidy Mulyanegara, Riza 2011, The role of brand orientation in church participation: an empirical examination, Journal of nonprofit & public sector marketing, vol. 23, no. 3, pp. 226-247.

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Title The role of brand orientation in church participation: an empirical examination
Author(s) Casidy Mulyanegara, RizaORCID iD for Casidy Mulyanegara, Riza orcid.org/0000-0002-6836-245X
Journal name Journal of nonprofit & public sector marketing
Volume number 23
Issue number 3
Start page 226
End page 247
Total pages 22
Publisher Taylor & Francis
Place of publication Abingdon, England
Publication date 2011
ISSN 1049-5142
1540-6997
Keyword(s) brand orientation
perceived benefits
church participation
church marketing
Summary Although a large amount of research has been undertaken into the application of marketing techniques in church organizations, few studies have provided empirical evidence on the effects of brand orientation on church participation. This empirical study sought to contribute to the body of literature via a survey of 344 church attendees of a particular church denomination in Australia. The conceptual model hypothesizes brand orientation as performing direct and indirect effects on church participation through perceived benefits as the mediating variables. A person's perception of the extent to which a church engages in brand-oriented activities and behavior is significantly related with his or her perception of the benefits associated with church activities, which then leads to a higher level of church participation. The results reveal that brand orientation is significantly related with perceived benefits and church participation.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2011, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061058

Document type: Journal Article
Collection: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 12:14:03 EST by Riza Casidy

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