Rethinking religion in the context of ethnicity and wellbeing

Aliakbar Jafari; Ayla  Özhan Dedeoğlu; Fatima  Regany; Elif  Üstündağli; Wided  Batat

doi:10.1177/1470593114553329

Rethinking religion in the context of ethnicity and wellbeing

Aliakbar Jafari, Ayla Özhan Dedeoğlu, Fatima Regany , Elif Üstündağli, Wided Batat

Marketing

Research output: Contribution to journal › Article

11 Citations (Scopus)

356 Downloads (Pure)

Abstract

Identifying the ‘religion-ethnicity-wellbeing’ 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 religio-ethnic tensions and also different types of risks that threaten people’s wellbeing in such contexts. Secondly, future research should investigate how and why markets may generate and mediate religio-ethnic prejudices and antagonism that put society’s wellbeing 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 wellbeing, particularly in contexts where religious shifts are resisted.

Original language	English
Pages (from-to)	287–295
Number of pages	9
Journal	Marketing Theory
Volume	15
Issue number	2
Early online date	13 Oct 2014
DOIs	https://doi.org/10.1177/1470593114553329
Publication status	Published - Jun 2015

Fingerprint

Well-being

Ethnic groups

Spirituality

Religiosity

Hybridization

Marketing

Consumption patterns

Trajectory

Prejudice

Consumer behaviour

Keywords

religion
ethnicity
wellbeing
cultural identity
conflicts
multi-ethnic / cultural markets
ethnic identity

Cite this

Jafari, A., Özhan Dedeoğlu, A., Regany , F., Üstündağli, E., & Batat, W. (2015). Rethinking religion in the context of ethnicity and wellbeing. Marketing Theory, 15(2), 287–295. https://doi.org/10.1177/1470593114553329

Jafari, Aliakbar ; Özhan Dedeoğlu, Ayla ; Regany , Fatima ; Üstündağli, Elif ; Batat, Wided . / Rethinking religion in the context of ethnicity and wellbeing. In: Marketing Theory. 2015 ; Vol. 15, No. 2. pp. 287–295.

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Jafari, A, Özhan Dedeoğlu, A, Regany , F, Üstündağli, E & Batat, W 2015, 'Rethinking religion in the context of ethnicity and wellbeing', Marketing Theory, vol. 15, no. 2, pp. 287–295. https://doi.org/10.1177/1470593114553329

Rethinking religion in the context of ethnicity and wellbeing. / Jafari, Aliakbar; Özhan Dedeoğlu, Ayla ; Regany , Fatima ; Üstündağli, Elif ; Batat, Wided .

In: Marketing Theory, Vol. 15, No. 2, 06.2015, p. 287–295.

Research output: Contribution to journal › Article

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