THE CONCEPT OF RELIGIOSITY: DEFINITIONS IN A MARKETING PERSPECTIVE

Abstract

This research purpose is to put a light on the concept of religiosity within the framework of marketing and management. The research is focused on a documentary analysis, and on some observations. The results show that religiosity is understood as a level of beliefs that can be low or that can be high. The recommendation is that research on religiosity should provide a deep understanding of the concept according to each context and to each religious affiliation realities for its better use in research and marketing. Keywords: Religiosity, Religious Beliefs, Culture, Religion, Consumer, Believers.