Church Branding and Self-Packaging
The Mass Media and African Pentecostal Missionary Strategy
Bibliographic Data
| ID | 3933107 |
|---|---|
| Authors | Francis Benyah (0000-0003-2457-882X, Visiting Research Fellow, Minority ResearchFaculty of Arts, Psychology and TheologyÅbo Akademi University Turku Finland, corresponding author) |
| Year | 2018 |
| Volume | 48 |
| Issue | 3 |
| Pages | 231-254 |
| Publication date | 2018-12-05 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Religion in Africa (JOURNAL) |
| Journal identifiers | ISSN: 0022-4200 • E-ISSN: 1570-0666 |
| Publisher | Walter de Gruyter GmbH (PUBLISHER • DE) |
| DOI | 10.1163/15700666-12340139 |
| OpenAlex | W2971207607 |
| Language | EN |
| Citations received | 7 |
| References cited | 15 |
The use of the mass media has become a contemporary and fast-growing religious phenomenon within Pentecostal and charismatic churches. By drawing implications on the use of modern media technologies, this article presents a popular case of a Charismatic church in Ghana and shows how the idea of branding evolves around the use of the mass media. This article argues that the branding of the leaders' personality and the church is a marketing strategy aimed at attracting more people into the church
Advertising · Business · Charisma · Epistemology · History of religions · Mass media · Media studies · New media · Phenomenon · Political science · Sociology · Anthropological Studies and Insights · Law · Philosophy · Religion, Society, and Development · Religious studies · Religious Tourism and Spaces
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| Unique citing works | 7 |
|---|---|
| Citations per year | 2,33 |
| Citation span | 2023 - 2025 (3) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 7 |