The curious case of church branding and its impact on church participation

There are mixed opinions in the literature in regards of the appropriateness, relevance, and significance of church branding in encouraging church participation. This study developed and applied 'perceived brand orientation' construct in church context and examine its impact on church participation. The results indicate that 'perceived brand orientation' is significantly related to 'perceived social benefits', 'perceived spiritual benefits', and church participation. This study highlights the importance of being brand-oriented in order to attract members' participation. Relevant implications for church leaders and non-profit researchers are also identified.