Religion-Related Research in the Journal of Macromarketing, 1981-2014. (December 2016)

• Record Type: Journal Article
• Authors: Drenten, Jenna; McManus, Kristy
• Other Names: Benton Raymond guest-editor.
• Is Part Of: Journal of macromarketing. Volume 36:Number 4(2016)
• Page Start: 377
• Page End: 387
• Publication Date: 2016-12
• Subjects: religion -- macromarketing -- content analysis -- literature review; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146715623051
• Languages: English
• ISSNs: 0276-1467

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.