Exploratory Analysis of the Promotional Activities of Krishna-Conscious Communities in Europe

Abstract

Marketing religions have been studied frequently in the past decades, however, there are still areas less covered by the literature. Kr­ishna-conscious communities are considered as one of the most successful new religious movements is terms of marketing in the past decades. This re­search studies the promotion tools applied by the Krishna-conscious com­munities in Europe with the involvement of seven rural communities in six countries, where quantitative research was carried out to discover the initial means of encountering the religion and the exposure to the different promo­tion tools applied in the further phases of communication. The research re­sults have shown that traditional tools of promoting Krishna Consciousness still have huge importance when people meet the religion for the first time, but in keeping longer term contact, media may be applied efficiently as well, but there is still space for improvement in the promotion tool portfolio