Buying monastic products, gift or purchase?
Focusing on the act of purchasing retail monastic products, this article applies a cause-related marketing (CRM) approach within a Management, Spirituality, and Religion (MSR) framework. When they purchase monastic products, are individuals simply buyers or do they, by means of their actions, suppor...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
International Association of Management, Spirituality & Religion
[2015]
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| In: |
Journal of management, spirituality & religion
Year: 2015, Volume: 12, Issue: 3, Pages: 257-286 |
| IxTheo Classification: | KCA Monasticism; religious orders NCC Social ethics NCE Business ethics |
| Further subjects: | B
purchasing act
B Religious Branding B Cause-related marketing B Secularization B Gift-giving B monastic products |
| Online Access: |
Volltext (Resolving-System) Volltext (doi) |
| Summary: | Focusing on the act of purchasing retail monastic products, this article applies a cause-related marketing (CRM) approach within a Management, Spirituality, and Religion (MSR) framework. When they purchase monastic products, are individuals simply buyers or do they, by means of their actions, support a religious cause by combining a gesture of purchasing with a gesture of gift-giving? We conducted qualitative interviews with individuals making purchases at religious and secular points of sale in France, and subjected the data acquired to textual analysis. Four classes of meaning emerged. It transpires that gift and purchase are intertwined and systematically associated with a hedonistic sentiment combining pleasure, trust, and love. The soft expression of religiosity illustrates the phenomenon of spirituality taking refuge in the private sphere. Our results enrich the interdisciplinarity of MSR research, confirm the findings outlined in CRM literature, and provide monasteries with a better understanding of their customers. |
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| ISSN: | 1942-258X |
| Contains: | Enthalten in: Journal of management, spirituality & religion
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| Persistent identifiers: | DOI: 10.1080/14766086.2015.1012738 |