Church Branding and Self-Packaging:

مرکز و کتابخانه مطالعات اسلامی به زبان های اروپایی

منو

" Church Branding and Self-Packaging: "
Francis Benyah

Document Type	:	AL
Record Number	:	1072812
Doc. No	:	LA116441
Call No	:	‭10.1163/15700666-12340139‬
Language of Document	:	English
Main Entry	:	Francis Benyah
Title & Author	:	Church Branding and Self-Packaging: [Article] : the Mass Media and African Pentecostal Missionary Strategy\ Francis Benyah
Publication Statement	:	Leiden: Brill
Title of Periodical	:	Journal of Religion in Africa
Date	:	2018
Volume/ Issue Number	:	48/3
Page No	:	231–254
Abstract	:	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. 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.
Descriptor	:	branding
Descriptor	:	Charismatic churches
Descriptor	:	mass media
Descriptor	:	missionary
Descriptor	:	modernity
Descriptor	:	Pentecostal
Descriptor	:	performance
Location & Call number	:	‭10.1163/15700666-12340139‬