How brands can build religious loyalty

Abstract: Purpose: This paper investigates the four dimensions that constitute a religion (Saroglou, 2011) and through a literature review and case studies analyse how firms can create customer loyalty by applying these dimensions to their brand management. Methodology: Literature review, case studies Findings: By analysing three companies (Apple, Harley-Davidson, and Chanel) and comparing the elements of their brands with the four dimensions, a list of elements making up each religious dimension in the business world were found. Managerial implications: We propose various practices (or suggested actions to be taken by managers) that can be used to create these elements. A framework is presented serving as a guide for managers wishing to use our combination of elements to positively influence their brand loyalty. Academical implications: We have added to the field of research connecting religions and brands by starting a discussion on how certain brands use religious dimensions and practices to build their brands and create loyalty. Original/value: This paper is the first that investigates Saroglou’s (2011) religious dimensions and translates these into business practices.