PART I: Introduction 1 Religions as Brands: New Perspectives on the Marketization of Religion and Spirituality Jörg Stolz and Jean-Claude Usunier 2 "9591": The Global Commoditization of Religions through GATS, WTO, and Marketing Practices Jean-Claude Usunier PART II: Marketing and Branding Religion and Spirituality 3 The International Christian Fellowship (ICF): A Sociological Analysis of Religious Event Management Olivier Favre 4 Branding, Music, and Religion: Standardization and Adaptation in the Experience of the "Hillsong Sound" Thomas Wagner 5 The Marketing of Spiritual Services and the Role of the Religious Entrepreneur Markus Hero 6 Non-fortuitous Limits to the Concept of Branding in the Popularizing of "Justly Balanced Islam" in France Jason Dean 7 Healing by Islam: Adoption of a Prophetic Rite-- roqya --by Salafists in France and Belgium Hanifa Touag PART III: Religious and Spiritual Consuming 8 Adding Imaginative Value: Religion, Marketing, and the Commodification of Social Action Jochen Hirschle 9 Is There Such a Thing as Religious Brand Loyalty? Haytham Siala 10 How Religious Affiliation Grouping Influences Sustainable Consumer Behavior Findings Elizabeth Stickel-Minton PART IV: Economic Analyses of Religious Phenomena 11 Sources of Religious Pluralism: Revisiting the Relationship between Pluralism and Participation Roger Finke and Christopher P. Scheitle 12 Authority and Freedom: Economics and Secularization Steve Bruce 13 The "Business Model" of the Temple of Jerusalem: Jewish Monotheism as a Unique Selling Proposition Philippe Simonnot Marketing of Spiritual Services and the Role of the Religious Entrepreneur Markus Hero 6 Non-fortuitous Limits to the Concept of Branding in the Popularizing of "Justly Balanced Islam" in France Jason Dean 7 Healing by Islam: Adoption of a Prophetic Rite-- roqya --by Salafists in France and Belgium Hanifa Touag PART III: Religious and Spiritual Consuming 8 Adding Imaginative Value: Religion, Marketing, and the Commodification of Social Action Jochen Hirschle 9 Is There Such a Thing as Religious Brand Loyalty? Haytham Siala 10 How Religious Affiliation Grouping Influences Sustainable Consumer Behavior Findings Elizabeth Stickel-Minton PART IV: Economic Analyses of Religious Phenomena 11 Sources of Religious Pluralism: Revisiting the Relationship between Pluralism and Participation Roger Finke and Christopher P. Scheitle 12 Authority and Freedom: Economics and Secularization Steve Bruce 13 The "Business Model" of the Temple of Jerusalem: Jewish Monotheism as a Unique Selling Proposition Philippe Simonnot iliation Grouping Influences Sustainable Consumer Behavior Findings Elizabeth Stickel-Minton PART IV: Economic Analyses of Religious Phenomena 11 Sources of Religious Pluralism: Revisiting the Relationship between Pluralism and Participation Roger Finke and Christopher P. Scheitle 12 Authority and Freedom: Economics and Secularization Steve Bruce 13 The "Business Model" of the Temple of Jerusalem: Jewish Monotheism as a Unique Selling Proposition Philippe Simonnot.