Benyah, “Church Branding and Self-Packaging”

Benyah, Francis. 2018. “Church Branding and Self-Packaging: the Mass Media and African Pentecostal Missionary Strategy.” Journal of Religion in Africa 48(3): 231-254.

The use of the mass media has become a contemporary and fast-growing religious phenomenon within Pentecostal and charismatic churches. By drawing implications on the use of modern media technologies, this article presents a popular case of a Charismatic church in Ghana and shows how the idea of branding evolves around the use of the mass media. This article argues that the branding of the leaders’ personality and the church is a marketing strategy aimed at attracting more people into the church.

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