True Religion: Not Just Jeans

Elissa Lerner: A new study by business and management professors at Duke, NYU and Tel Aviv University analyzes the relationship between religiosity and brand loyalty. Their argument, which boils down to less religion = more brand loyalty, and vice versa, could prove useful for companies as we approach the ever-precipitating Christmas shopping season. Over at HuffPo, Diane Winston sees the study, which posits “brands and religiosity may serve as substitutes for one another because both allow individuals to express their feelings of self-worth,” as yet further evidence of our religious illiteracy. Meanwhile at BrandChannel, Abe Sauer thinks it will elicit a collective “duh” out of the branding world. At least you can pick your poison. The title, “Brands: The Opiate of Non-Religious Masses?” is straightforward enough.

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