Religion-Related Research in the Journal of Macromarketing, 1981-2014

Jenna M. Drenten; Kristy McManus

doi:10.1177/0276146715623051

Religion-Related Research in the Journal of Macromarketing, 1981-2014

Jenna M. Drenten, Kristy McManus

Quinlan School of Business

University of Georgia

Research output: Contribution to journal › Article › peer-review

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.

Original language	American English
Journal	School of Business: Faculty Publications and Other Works
Volume	36
Issue number	4
DOIs	https://doi.org/10.1177/0276146715623051
State	Published - Dec 1 2016

Keywords

religion
macromarketing
content analysis
literature review

Disciplines

Business

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Religion-Related Research in the Journal of Macromarketing 1981-Final published version, 396 KBLicense: Unspecified

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title = "Religion-Related Research in the Journal of Macromarketing, 1981-2014",

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.",

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AB - 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.

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KW - macromarketing

KW - content analysis

KW - literature review

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ER -

Religion-Related Research in the Journal of Macromarketing, 1981-2014

Abstract

Keywords

Disciplines

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