Abstract

This article introduces the special section on Religion, Spirituality, and Advertising. A person’s belief in a religion or their spiritual identity can have a direct influence on the way they live and their attitudes and values. This can also impact an individual’s perception toward an advertiser’s message and images or advertising in general. While studies on the topic of religion and spirituality in the marketing literature are on the rise, there is still a substantive research gap on this topic, particularly on the theoretical and empirical developments pertaining to the influence of religion on various aspects of advertising topics. For this special section, the Call for Papers resulted in 37 submissions, which finally resulted in five articles that present a different focus on the topic and aim to encourage new discourse into the area of religion, spirituality, and advertising.

摘要

本文介绍宗教、灵性和广告的专区。一个人对宗教的信仰或他们的精神身份会直接影响他们的生活方式以及他们的态度和价值观。这也会影响个人对广告商的信息和图像或一般广告的看法。虽然营销文献中关于宗教和灵性主题的研究正在兴起，但在这个主题上仍然存在实质性的研究空白，特别是在与宗教对广告主题各个方面的影响有关的理论和实证发展方面。对于这个特殊部分，征文活动产生了 37 份提交，