Date of Award
Spring 5-2014
Degree Type
Honors College Thesis
Department
Mass Communication and Journalism
First Advisor
Fei Xue
Advisor Department
Mass Communication and Journalism
Abstract
This study provides insight into consumer perception of First Hattiesburg’s image strategy, physical space/environment, and personnel/human factors and how they have enticed the community to attend and even become partners at First Hattiesburg. Furthermore, this study provides a unique look at integrated marketing communication (IMC) in a religious organization. Results of this study indicate that First Hattiesburg’s branding style, particularly the consistency of its IMC, contributes significantly to members/attendees’ positive view of the church. Because First Hattiesburg’s branding is so different from most southern Baptist churches and the church is currently experiencing a season of growth, it can be inferred that the image strategy, physical space/environment, and personnel/human factors of First Hattiesburg play a major role in its growing numbers. The results of this study provide theoretical insight into our understanding of church marketing as a whole and strengthen the credibility of practical branding tactics that, paired with other factors, could lead other churches to similar success.
Copyright
Copyright for this thesis is owned by the author. It may be freely accessed by all users. However, any reuse or reproduction not covered by the exceptions of the Fair Use or Educational Use clauses of U.S. Copyright Law or without permission of the copyright holder may be a violation of federal law. Contact the administrator if you have additional questions.
Recommended Citation
Walsh, Kelsey D., "Precious Lord, Take My Brand: Consumer Analysis of Branding Effectiveness of First Hattiesburg" (2014). Honors Theses. 204.
https://aquila.usm.edu/honors_theses/204