Rethinking religion in the context of ethnicity and well-being

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Jafari A., DEDEOGLU A. , REGANY F., Ustundagli E. , BATAT W.

MARKETING THEORY, vol.15, no.2, pp.287-295, 2015 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 15 Issue: 2
  • Publication Date: 2015
  • Doi Number: 10.1177/1470593114553329
  • Title of Journal : MARKETING THEORY
  • Page Numbers: pp.287-295


Identifying the religion-ethnicity-well-being nexus as an understudied topic in marketing and consumer behavior research, we propose three main trajectories for future research: Firstly, given the politics of religions, there is a need for studying societies that suffer from and are affected by religioethnic tensions and also different types of risks that threaten people's well-being in such contexts. Secondly, future research should investigate how and why markets may generate and mediate religioethnic prejudices and antagonism that put society's well-being at risk. Thirdly, with the upsurge of transcultural alternative religiosities/spiritualities, researchers should examine how through the processes of religious hybridization and hybrid consumption people change their existing consumption patterns and how alternative religiosities/spiritualities influence their sense of well-being, particularly in contexts where religious shifts are contested.