Contest ritualization: Wooing customers through religious metaphor

Alex S L TSANG

doi:10.1016/S0007-6813(03)00073-9

Contest ritualization: Wooing customers through religious metaphor

Alex S L TSANG^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

4 Citations (Scopus)

Abstract

A promotional contest is like a religious ritual. Marketers can use symbols to convey meaning in satisfying customer needs and achieving marketing goals. Three major elements of a ritual - venue and setting, administrators, and process - can help marketers organize contests that enhance customer loyalty and attract new customers. The model contest discussed here illustrates the application of various recommendations in a real-life scenario.

Original language	English
Pages (from-to)	67-74
Number of pages	8
Journal	Business Horizons
Volume	46
Issue number	5
DOIs	https://doi.org/10.1016/S0007-6813(03)00073-9
Publication status	Published - Sept 2003

Scopus Subject Areas

Business and International Management
Marketing

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10.1016/S0007-6813(03)00073-9

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title = "Contest ritualization: Wooing customers through religious metaphor",

abstract = "A promotional contest is like a religious ritual. Marketers can use symbols to convey meaning in satisfying customer needs and achieving marketing goals. Three major elements of a ritual - venue and setting, administrators, and process - can help marketers organize contests that enhance customer loyalty and attract new customers. The model contest discussed here illustrates the application of various recommendations in a real-life scenario.",

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AB - A promotional contest is like a religious ritual. Marketers can use symbols to convey meaning in satisfying customer needs and achieving marketing goals. Three major elements of a ritual - venue and setting, administrators, and process - can help marketers organize contests that enhance customer loyalty and attract new customers. The model contest discussed here illustrates the application of various recommendations in a real-life scenario.

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Contest ritualization: Wooing customers through religious metaphor

Abstract

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