Universal Church of the Kingdom of God and the religious marketing

• Autor(a) principal: Morais, Ubirajara
• Data de Publicação: 2007
• Outros Autores: Figueiredo, Larissa Zeggio Perez, Zanotta, Egydio Barbosa
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ibero Americana de Estratégia - RIAE
• Texto Completo: https://periodicos.uninove.br/riae/article/view/12998
• topic: Marketing service. Religion. Universal Church.; Igreja Universal. Marketing de serviços. Religião.

Several studies have show that the decline in Catholic Church attendance, as a result of its ongoing stagnant policy that does not attempt to win back or retain its flock, apart from its general neglect as to the financial situation, may have in­fluenced the rise of new religious institutions. But the reasons behind the growing number of evangelicals, especially followers of the Universal Church of the King­dom of God have yet to be seriously studied. Could it be that the leaders of this denomination have been using conventional marketing tools to support its expan­sion? And what would such tools be? Within this scarcely investigated context, the object of the present study has to propose a methodology and an instrument to appraise the profile of the followers’ entry and permanence.