TITLE

Christian commerce

PUB. DATE
March 2007
SOURCE
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article reports on the results of a survey that show that mainstream brands do not consider members of the "Christian X" segment when determining their marketing and advertising messages. The "Christian X" identification refers to youth who attend church, listen to their parents, focus on achieving their goals, and are comfortable talking to God. Chicago, Illinois-based market research firm Synovate sound that almost half of youths consider themselves Christian. This segment spends money on concerts and travel, which is attributed to Christian rock festivals. It is believed that brands are fearful of marketing to Christians and alienating their other customers.
ACCESSION #
24990247

 

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