Contest ritualization: Wooing customers through religious metaphor

Alex S L TSANG*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-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 languageEnglish
    Pages (from-to)67-74
    Number of pages8
    JournalBusiness Horizons
    Volume46
    Issue number5
    DOIs
    Publication statusPublished - Sept 2003

    Scopus Subject Areas

    • Business and International Management
    • Marketing

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