Nijenhuis, Carine
(2016)
Dear God, may I buy a new identity?
Master thesis, Master Religion Conflict and Globalisation.
Abstract
The purpose of this study is to provide a micro perspective of the influence of religion on consumption patterns. Specifically, this research aims to explore what effect the level of religiosity has on someone’s level of brand reliance. This paper seeks to explain the reasons why such a relationship exists. With the help of online questionnaires this research offers an international comparative analysis of the effects of religiosity on brand reliance in the US and the Netherlands. Theoretical embedding supports the hypothesis that higher levels of religiosity correspond to lower levels of brand reliance. Moreover, this study argues that citizens without a religious denomination utilize brands as a surrogate religion, with which they express the self towards others via sign-value. Taking Maslow’s hierarchy of needs as a point of departure, this research proposes a different emphasis in the hierarchy of needs between religious and non-religious citizens. Supported with statistical research, it is argued that varying intergroup religiosity account for a different levels of brand reliance because religion and brands are substitutive systems.
Key words: brand reliance, religion, hierarchy of needs, surrogate religion, sign-value, United States, the Netherlands
| Type: |
Thesis
(Master)
|
| Supervisors (RUG): |
| Supervisor | E-mail | Tutor organization | Tutor email |
|---|
| Knibbe, K.E. | K.E.Knibbe@rug.nl | | | | Wagenvoorde, R.A. | R.A.Wagenvoorde@rug.nl | | |
|
| Degree programme: |
Master Religion Conflict and Globalisation |
| Academic year: |
2013- 2014 |
| Date of delivery: |
02 Dec 2016 |
| Last modified: |
02 Dec 2016 15:08 |
| URI: |
https://ggw.studenttheses.ub.rug.nl/id/eprint/114 |
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