Tag Archives: consumerism

Would You Buy That Church? A Study of the Branding of Denominations

Danielle Gargiulo, Kirby Gowen, Shar’Niese Miller, Josann Schoeff, Huntington University

Full manuscript: www.kon.org/urc/v10/gargiulo.html

Abstract This study examined whether individuals treat denominations like product brands. It was hypothesized that people would be more loyal to a brand than to their church. Thirty college professors, 20 healthcare workers from Family Practice and Associates (a prestigious healthcare facility in Huntington), and 97 college juniors and seniors from Huntington University (a Midwestern Christian college) were selected at random. They were asked to complete the “Denominational Loyalty Assessment,” which is a survey comprised of multiple studies: a three year study of churches by the Search Institute (1990), a brand study by R. Bennett and S. Rundle-Thiele (2000), and a study done by the Pew Research Group (personal communication, February 21, 2011). The results were then analyzed using the Pearson r correlation. This study found that generational difference played a role in the way people treated their denomination.

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