The relationship between church branding and church members' perceived benefits

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/238523

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Title: The relationship between church branding and church members' perceived benefits
Author(s): Mulyanegara, Riza Casidy
Abstract: There are mixed opinions in the literature in regards of the appropriateness, relevance, and significance of church branding in the context of church participation. This study developed and applied 'perceived brand orientation' construct in church context and examine its impact on perceived benefits associated with church services. The results indicate that 'perceived brand orientation' is significantly related to 'perceived social benefits' and 'perceived spiritual benefits'. This study highlights the importance of being brand-oriented in order to attract members' participation. Relevant implications for church leaders and non-profit researchers are also identified.
Publication type: Conference paper
Research centre: Swinburne University of Technology. Faculty of Higher Education, Lilydale
Source: Proceedings of 'Marketing: catching the technology wave', the 45th Academy of Marketing Conference (AM 2012), Southampton, United Kingdom, 02-05 July 2012
Publication year: 2012
Keyword(s): Benefits; Brand orientation; Brand perceptions; Church branding; Church participation; Motivations; Non-profit organisations
Publisher: Academy of Marketing
Publisher URL: http://marketing.conference-services.net/programme.asp?conferenceID=2958
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