Contest ritualization: Wooing customers through religious metaphor

Alex S L TSANG*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 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 - Sep 2003

Scopus Subject Areas

  • Business and International Management
  • Marketing

Fingerprint

Dive into the research topics of 'Contest ritualization: Wooing customers through religious metaphor'. Together they form a unique fingerprint.

Cite this