ANALYZING THE MARKETING MODEL OF KRISHNA CONSCIOUSNESS IN HUNGARY
Krisztina Bence-Kiss
Kaposvár University, 7400 Kaposvár, Guba Sándor utca 40., Hungary
Orsolya Szigeti
Kaposvár University, 7400 Kaposvár, Guba Sándor utca 40., Hungary
DOI: https://doi.org/10.31410/Balkans.JETSS.2020.3.1.56-63
Krisztina Bence-Kiss
Kaposvár University, 7400 Kaposvár, Guba Sándor utca 40., Hungary
Orsolya Szigeti
Kaposvár University, 7400 Kaposvár, Guba Sándor utca 40., Hungary
DOI: https://doi.org/10.31410/Balkans.JETSS.2020.3.1.56-63
Balkans Journal of Emerging Trends in Social Sciences, (2020) , Vol 3, No 1
ISSN: 2620-164X
ISSN: 2620-164X
Abstract: The aim of this paper is to analyze the marketing activities of Krishna Consciousness as a new religious movement in Hungary. Observations and in-depth interviews were carried out in different Krishna-conscious communities in Europe concerning the means they apply to gain followers. The three-year-long qualitative research phase has revealed a two-phase model, in which Krishna-conscious villages are promoted as touristic destinations providing a cultural experience; and only in the second phase, when people already visit one of these places, are they introduced to the religion, which feels more like learning, not promotion. In the second research phase a questionnaire was used to evaluate the recognition and the efficiency of the two-phase model. In this paper the research results concerning Krisna Völgy in Hungary are introduced, which is currently the biggest village in Europe and also one of the most developed ones concerning tourism and cultural experiences.
Keywords: Religious Marketing, Marketing Religions, New Religious Movements.
JEL Classifications M31
REFERENCES
Abela, A. V. (2014). Appealing to imagination: Effective and ethical marketing of religion. Journal
of Business Research, 67, 50-58.
Becker, G. (1986). The economic approach to human behavior. Chicago: Chicago University
Press.
Bence, K. (2014). Appearance of marketing in religion – someone, who admits it. (Master’s Thesis)
Retrieved from: Corvinus TDK és Szakdolgozat Gyűjtemény
Brenkert, G. G. (2002). Ethical challenges of social marketing. Journal of Public Policy &Marketing,
21(1), 14–25.
Crockett, D. (2016). Religion and the marketplace in the United States. Consumption Markets &
Culture, 19 (2), 206-227. DOI: 10.1080/10253866.2016.1144861
Culliton, J. W. (1958). A marketing analysis of religion: Can businesslike methods improve the
„sales” of religion? Business Horizons, I (Spring, 1958), 85-92.
Einstein, M. (2008). Brands of Faith: Marketing Religion in a Commercial Age (Media, Religion
and Culture), New York: Routledge.
Fine, S. H. (2009). Marketing the public sector – Promoting the causes of public and non-profit
agencies. New York: Routledge.
Goswami, M. (2001). Inside the Hare Krishna Movement: An Ancient Eastern Religious Tradition
Comes of Age; New York: Western World.
Harvey, G. (2000). Indigenous Religions: A Companion. London and New York: Cassell.
Hashim N. & Hamzah M. I. (2014). 7P’s: A literature review of Islamic marketing and contemporary
marketing mix. Procedia – Social and Behavioral Sciences, 130, 155 – 159.
Isvara K. d. (2002). Kérdések és válaszok a Krisna-tudatról. [Questions and answers about Krishna-
consciousness] Budapest: The Bhaktivedanta Book Trust.
Iyer, S., Velu, C. & Mumit, A. (2014). Communication and marketing services by religious organizations
in India. Journal of Business Research, 67, 59-67.
International Society for Krishna Consciousness (2019). Farm and Rural Communities http://
centers.iskcondesiretree.com/farm-and-rural-communities/ (Retrieved: 06.09.2019)
Kamarás, I. (1998). Krisnások Magyarországon. [Krishna-believers in Hungary] Budapest:
Iskolakultúra.
Kedzior, R. (2012). Materializing the spiritual. Investigating the role of marketplace in creating
opportunities for the consumption of spiritual experiences. In (Eds. D. Rinallo, L. Scott, &
P. Maclaran), Spirituality and consumption. (pp. 178−194). New York: Routledge.
Klostermaier, K. K. (2000). Hinduism: A Short History. Oxford: Oneworld Publications.
Kuran, T. (1994). Economics and the Economics of Religion. Journal of Institutional and Theoretical
Economics (JITE) / Zeitschrift für diegesamte Staatswissenschaft, 150(4), 769-775.
McAlexander, J., Dufault, B., Martin, D., & Schouten, J. (2014). The marketization of religion:
Field, capital and consumer identity. Journal of Consumer Research, 41(3), 858–875. https://
doi.org/10.1086/677894
Rochford, E. B. (2007). Hare Krishna Transformed, New York: NYU Press.
Shaw, D., Thomson, J. (2013). Consuming spirituality: the pleasure of uncertainty. European
Journal of Marketing, 47 (3/4), 557-573.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 41(2)
73-80.
Srinivasan, R. (2012). Services Marketing – The Indian context. Delhi: PHI:Learning Private
Limited.
Stark, R. (1997). Bringing Theory Back In. In (Ed. Young, L. A.) Rational Choice Theory and
Religion: Summary and Assessment. (pp. 3-23) New York: Routledge.
Wijngaards A. & Sent E-M. (2012). Meaning of Life: Exploring the Relation between Economics
and Religion. Review of Social Economy, 70(1), 109-130.
Wuaku, A. K. (2012). Selling Krishna in Ghana’s religious market: proselytising strategies of
the Sri Radha Govinda Temple community of Ghana. Journal of Contemporary African
Studies, 30, 335-357.
Keywords: Religious Marketing, Marketing Religions, New Religious Movements.
JEL Classifications M31
REFERENCES
Abela, A. V. (2014). Appealing to imagination: Effective and ethical marketing of religion. Journal
of Business Research, 67, 50-58.
Becker, G. (1986). The economic approach to human behavior. Chicago: Chicago University
Press.
Bence, K. (2014). Appearance of marketing in religion – someone, who admits it. (Master’s Thesis)
Retrieved from: Corvinus TDK és Szakdolgozat Gyűjtemény
Brenkert, G. G. (2002). Ethical challenges of social marketing. Journal of Public Policy &Marketing,
21(1), 14–25.
Crockett, D. (2016). Religion and the marketplace in the United States. Consumption Markets &
Culture, 19 (2), 206-227. DOI: 10.1080/10253866.2016.1144861
Culliton, J. W. (1958). A marketing analysis of religion: Can businesslike methods improve the
„sales” of religion? Business Horizons, I (Spring, 1958), 85-92.
Einstein, M. (2008). Brands of Faith: Marketing Religion in a Commercial Age (Media, Religion
and Culture), New York: Routledge.
Fine, S. H. (2009). Marketing the public sector – Promoting the causes of public and non-profit
agencies. New York: Routledge.
Goswami, M. (2001). Inside the Hare Krishna Movement: An Ancient Eastern Religious Tradition
Comes of Age; New York: Western World.
Harvey, G. (2000). Indigenous Religions: A Companion. London and New York: Cassell.
Hashim N. & Hamzah M. I. (2014). 7P’s: A literature review of Islamic marketing and contemporary
marketing mix. Procedia – Social and Behavioral Sciences, 130, 155 – 159.
Isvara K. d. (2002). Kérdések és válaszok a Krisna-tudatról. [Questions and answers about Krishna-
consciousness] Budapest: The Bhaktivedanta Book Trust.
Iyer, S., Velu, C. & Mumit, A. (2014). Communication and marketing services by religious organizations
in India. Journal of Business Research, 67, 59-67.
International Society for Krishna Consciousness (2019). Farm and Rural Communities http://
centers.iskcondesiretree.com/farm-and-rural-communities/ (Retrieved: 06.09.2019)
Kamarás, I. (1998). Krisnások Magyarországon. [Krishna-believers in Hungary] Budapest:
Iskolakultúra.
Kedzior, R. (2012). Materializing the spiritual. Investigating the role of marketplace in creating
opportunities for the consumption of spiritual experiences. In (Eds. D. Rinallo, L. Scott, &
P. Maclaran), Spirituality and consumption. (pp. 178−194). New York: Routledge.
Klostermaier, K. K. (2000). Hinduism: A Short History. Oxford: Oneworld Publications.
Kuran, T. (1994). Economics and the Economics of Religion. Journal of Institutional and Theoretical
Economics (JITE) / Zeitschrift für diegesamte Staatswissenschaft, 150(4), 769-775.
McAlexander, J., Dufault, B., Martin, D., & Schouten, J. (2014). The marketization of religion:
Field, capital and consumer identity. Journal of Consumer Research, 41(3), 858–875. https://
doi.org/10.1086/677894
Rochford, E. B. (2007). Hare Krishna Transformed, New York: NYU Press.
Shaw, D., Thomson, J. (2013). Consuming spirituality: the pleasure of uncertainty. European
Journal of Marketing, 47 (3/4), 557-573.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 41(2)
73-80.
Srinivasan, R. (2012). Services Marketing – The Indian context. Delhi: PHI:Learning Private
Limited.
Stark, R. (1997). Bringing Theory Back In. In (Ed. Young, L. A.) Rational Choice Theory and
Religion: Summary and Assessment. (pp. 3-23) New York: Routledge.
Wijngaards A. & Sent E-M. (2012). Meaning of Life: Exploring the Relation between Economics
and Religion. Review of Social Economy, 70(1), 109-130.
Wuaku, A. K. (2012). Selling Krishna in Ghana’s religious market: proselytising strategies of
the Sri Radha Govinda Temple community of Ghana. Journal of Contemporary African
Studies, 30, 335-357.
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