Religious brand loyalty and political loyalties

Journal/Book: J Sci Stud Relig. 2000; 39: Brigham Young Univ 875 Swkt, Sociology Dept, Provo, UT 84602, USA. Soc Scientific Study Religion. 78-89.

Abstract: Numerous works have detailed the breakdown of brand loyalty within society over the last forty years and its results. Whether examining political loyalties, religious loyalties, or loyalty to brands such as Lucky Strike cigarettes, each study has noted a lowering of traditional barriers to switching brands and the creation of a nation of individualist choosers (Friedman 1990). Here I attempt to suggest some connections between religious and political loyalities. Using the 1993 General Social Survey, I operationalize religious loyalty in four ways and suggest three mechanisms through which religious religious loyalty is connected to political loyalty: psychological ties, social ties, and social circumstances. I find significant effects of different conceptions of religious loyalty encouraging party loyalties, steadfast voting, and loyalty to one party's presidential candidates across two elections.

Note: Article Djupe PA, Denison Univ, Dept Polit Sci, Granville,OH 43023 USA

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