Brand management of Catholic Church in Poland

2020
journal article
article
7
dc.abstract.enBuilding the brand of the Catholic Church is an area that is little explored in the literature on the subject. This issue turns out to be a very controversial area due to the nature of the activities and the sphere in which these activities are to be performed (marketing, ethics, religion, and faith). The article presents the results of qualitative research conducted among clergymen in Poland and is additionally based on the analysis of the literature on the subject. The theoretical considerations and research results presented in the article help to develop an understanding of the activities of the Catholic Church in Poland, aimed at strengthening the value of its brand. It should be noted that the generational change taking place in Poland forces the clergy to change their narrative and way of conducting dialogue. The previous generations, based on the faith and ethos of John Paul II, also expect modern forms of communication more and more often, which leads to building the brand value of the Catholic Church in Poland. The article discusses the specificity of the interdependence of the Church and marketing, identifies the issues of building the brand of the Catholic Church and the use of modern marketing tools in this process, and presents the results of its own research, which leads to the drawing of final conclusions verifying the research questions posed in the research methodology. This article may initiate an extended discussion on the controversial topic of the implementation of commercial marketing tools into management processes in the Catholic Church.pl
dc.affiliationWydział Zarządzania i Komunikacji Społecznej : Instytut Spraw Publicznychpl
dc.contributor.authorIgnatowski, Grzegorzpl
dc.contributor.authorSułkowski, Łukasz - 185997 pl
dc.contributor.authorSeliga, Robertpl
dc.date.accession2020-11-19pl
dc.date.accessioned2020-11-19T12:24:45Z
dc.date.available2020-11-19T12:24:45Z
dc.date.issued2020pl
dc.date.openaccess0
dc.description.accesstimew momencie opublikowania
dc.description.additionalBibligor. s. 12-16pl
dc.description.number11pl
dc.description.publication1,7pl
dc.description.versionostateczna wersja wydawcy
dc.description.volume11pl
dc.identifier.articleid607pl
dc.identifier.doi10.3390/rel11110607pl
dc.identifier.eissn2077-1444pl
dc.identifier.projectROD UJ / OPpl
dc.identifier.urihttps://ruj.uj.edu.pl/xmlui/handle/item/254393
dc.identifier.weblinkhttps://www.mdpi.com/2077-1444/11/11/607pl
dc.languageengpl
dc.language.containerengpl
dc.rightsUdzielam licencji. Uznanie autorstwa 4.0 Międzynarodowa*
dc.rights.licenceCC-BY
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/legalcode.pl*
dc.share.typeotwarte czasopismo
dc.subject.enChurchpl
dc.subject.enmarketingpl
dc.subject.enbrandpl
dc.subtypeArticlepl
dc.titleBrand management of Catholic Church in Polandpl
dc.title.journalReligionspl
dc.typeJournalArticlepl
dspace.entity.typePublication
dc.abstract.enpl
Building the brand of the Catholic Church is an area that is little explored in the literature on the subject. This issue turns out to be a very controversial area due to the nature of the activities and the sphere in which these activities are to be performed (marketing, ethics, religion, and faith). The article presents the results of qualitative research conducted among clergymen in Poland and is additionally based on the analysis of the literature on the subject. The theoretical considerations and research results presented in the article help to develop an understanding of the activities of the Catholic Church in Poland, aimed at strengthening the value of its brand. It should be noted that the generational change taking place in Poland forces the clergy to change their narrative and way of conducting dialogue. The previous generations, based on the faith and ethos of John Paul II, also expect modern forms of communication more and more often, which leads to building the brand value of the Catholic Church in Poland. The article discusses the specificity of the interdependence of the Church and marketing, identifies the issues of building the brand of the Catholic Church and the use of modern marketing tools in this process, and presents the results of its own research, which leads to the drawing of final conclusions verifying the research questions posed in the research methodology. This article may initiate an extended discussion on the controversial topic of the implementation of commercial marketing tools into management processes in the Catholic Church.
dc.affiliationpl
Wydział Zarządzania i Komunikacji Społecznej : Instytut Spraw Publicznych
dc.contributor.authorpl
Ignatowski, Grzegorz
dc.contributor.authorpl
Sułkowski, Łukasz - 185997
dc.contributor.authorpl
Seliga, Robert
dc.date.accessionpl
2020-11-19
dc.date.accessioned
2020-11-19T12:24:45Z
dc.date.available
2020-11-19T12:24:45Z
dc.date.issuedpl
2020
dc.date.openaccess
0
dc.description.accesstime
w momencie opublikowania
dc.description.additionalpl
Bibligor. s. 12-16
dc.description.numberpl
11
dc.description.publicationpl
1,7
dc.description.version
ostateczna wersja wydawcy
dc.description.volumepl
11
dc.identifier.articleidpl
607
dc.identifier.doipl
10.3390/rel11110607
dc.identifier.eissnpl
2077-1444
dc.identifier.projectpl
ROD UJ / OP
dc.identifier.uri
https://ruj.uj.edu.pl/xmlui/handle/item/254393
dc.identifier.weblinkpl
https://www.mdpi.com/2077-1444/11/11/607
dc.languagepl
eng
dc.language.containerpl
eng
dc.rights*
Udzielam licencji. Uznanie autorstwa 4.0 Międzynarodowa
dc.rights.licence
CC-BY
dc.rights.uri*
http://creativecommons.org/licenses/by/4.0/legalcode.pl
dc.share.type
otwarte czasopismo
dc.subject.enpl
Church
dc.subject.enpl
marketing
dc.subject.enpl
brand
dc.subtypepl
Article
dc.titlepl
Brand management of Catholic Church in Poland
dc.title.journalpl
Religions
dc.typepl
JournalArticle
dspace.entity.type
Publication
Affiliations

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