Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1164
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dc.contributor.authorChoudhury, Koushiki
dc.date.accessioned2021-08-26T06:04:04Z-
dc.date.available2021-08-26T06:04:04Z-
dc.date.issued2014
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84905682396&doi=10.1002%2fmar.20728&partnerID=40&md5=73f11ba75944fb6f74d1d2c4068ef3c3
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/1164-
dc.descriptionChoudhury, Koushiki, Indian Institute of Management Calcutta, India
dc.descriptionISSN/ISBN - 07426046
dc.descriptionpp.683-697
dc.descriptionDOI - 10.1002/mar.20728
dc.description.abstractThe pursuit of material pleasures, construed as symbolizing consumer culture, is often at odds with religion. Hence for consumers for whom religion is important, there may be a quandary reconciling religious values, such as simple living and modest possessions with living in today's society awash with the ideology of consumerism with its abundance of goods and propaganda of the materialistic good life. This study explores how consumers reconcile religious precepts with materialism in today's consumer culture and society with an ethnographic study of a worldwide Buddhist organization that practices Nichiren Daishonin's Buddhism. The study reveals that religion can embrace even the paradoxical entities of consumerism, materialism, and spiritualism; transcend thought duality; and emanate the positive potential intrinsic to all, leading to an individual human revolution with implications for marketing and societal transformation. The researcher hopes to add to the understanding of the religion, consumerism, and materialism linkage. © 2014 Wiley Periodicals, Inc.
dc.publisherSCOPUS
dc.publisherPsychology and Marketing
dc.publisherWiley-Liss Inc.
dc.relation.ispartofseries31(9)
dc.subjectBrand Community
dc.subjectConsumer Culture
dc.subjectNetnography
dc.titleMaterialism, Religion, and Implications for Marketing-An Ethnographic Study of Nichiren Buddhism
dc.typeArticle
Appears in Collections:Marketing

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