Abstract
This paper examines religious affiliation change (brand switching) from a consumer decision perspective. It applies three variants of Howard's Consumer Decision Model (CDM) to 14 denominations of religion. The denominations are considered as brands of religion and several hypotheses concerning the relationships among the CDM variables are tested via path analysis. Application of the CDM to brands of religion is supported. Implications of the results for consumer theory and consumers’ interests are discussed.
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