This study examined if individuals treat denominations like product brands. It was hypothesized that people would be more loyal to a brand than to their church. Thirty college professors, 20 healthcare workers from Family Practice and Associates (a prestigious healthcare facility in Huntington), and 100 college juniors and seniors from Huntington University (a Midwestern Christian college) were selected using convenience sampling.
Danielle Gargiulo, Kirby Gowen, Shar’Niese Miller, and Josann Schoeff (2011).
Religion as a Brand.