A Discourse Analysis of Pilgrimage Reviews

This paper is the first to provide an account of the discursive features of online consumer reviews of pilgrimage sites. Drawing from pilgrimage studies and narrativity theory in consumer research, we explore how consumers communicate the spiritual and material aspects of pilgrimage experiences by examining a corpus of 833 consumer reviews on TripAdvisor of the most sacred pilgrimage sites of the world’s major five faith groups. Pilgrims include analytical discursive features to communicate the material aspect of their consumption experience. They reserve narration for spiritual transformation and the experience of strong emotions. Moreover, review ratings are only reflective of the spiritual aspect of their consumption experience. As such, our research complements previous studies by highlighting the material, physical aspect of this extraordinary consumption experience

Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands

This paper extends the growing research on the influence of religion and spiritualism on consumer behavior by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of FMCG (Fast Moving Consumer Goods) brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research

Mosque-based emotional support among young Muslim Americans

Despite a growing literature on social support networks in religious settings (i.e., church-based social support), little is known about mosque-based support among Muslims. This study investigates the demographic and religious behavior correlates of mosque-based social support among a multi-racial and ethnic sample of 231 young Muslims from southeast Michigan. Several dimensions of mosque-based support are examined including receiving emotional support, giving emotional support, anticipated emotional support and negative interactions with members of one’s mosque. Results indicated that women both received and antic- ipated receiving greater support than did men. Higher educational attainment was associated with receiving and giving less support compared to those with the lowest level of educational attainment. Moreover, highly educated members reported fewer negative interactions than less educated members. Mosque attendance and level of congregational involvement positively predicted receiving, giving, and anticipated emotional support from congregants, but was unrelated to negative interactions. Overall, the study results converge with previously established correlates of church- based emotional support.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/107410/1/art%3A10.1007%2Fs13644-013-0119-0(1).pd

Love it or hate it: Consumer resistance to global brands from a cross-cultural perspective.

Love it or hate it: Consumer resistance to global brands from a cross-cultural perspective

Consumer Resistance and Power Relationships in the Marketplace

International audienc

Chronic illness medication compliance: a liminal and contextual consumer journey

The consumer journey has drawn interest from marketers as an avenue to strengthen sales through managing touch points. However, a firm-centric view has produced limited models of the journey, particularly on consumers’ usage experiences over extended periods in everyday settings. We attempt to redress this limitation by studying the situated experiences of disadvantaged consumers endeavoring to comply with medication therapies for chronic hypertension. Our broad aim is to understand more fully the influences on and nature of the journey. We find that compliance is a liminal state of provisional experiences shaped contextually by life spheres of meso-structural conditions, micro-individual factors, and interpretive sense-making practices. We contribute a novel, integrated and nuanced journey framework beyond the detached, steadily progressive model predominant in the literature. Our paper ends with practice, theory, and policy implications for marketing and healthcare, including touch point strategies