Handbook of Research on Identity Theory in Marketing
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Handbook of Research on Identity Theory in Marketing

Edited by Americus Reed and Mark Forehand

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
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Chapter 24: Religious identity in marketing

Joseph E. Barbour, Naomi Mandel and Adam B. Cohen


This chapter discusses how, when and why religious identities help to guide and regulate consumer behavior. Religious affiliation and religiosity are two essential components of consumers’ religious identities. Furthermore, religious consumption is likely to reflect one or more of four dimensions of religion identified by previous research: beliefs, values, rituals and communities. Importantly, the extent to which religious identity influences consumer behavior depends on the relevance of a particular religious identity to a particular market or product. Subtypes of relevance that exemplify this phenomenon are symbolic relevance (that is, when one reinforces one’s identity to others through expression of a belief or possession of an object) and goal relevance (that is, when a belief or behavior is associated with an outcome that is important to one’s identity).

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