JPCC: A megachurch brand story in Indonesia

Abstract

Marketing and branding practices are well-established among contemporary megachurches (Ellingson 2013; Mautner 2010). Defined as Protestant religious organizations of 2,000 or more people (Thumma and Travis 2007), megachurches often experience rapid growth and expansion, and are labelled a secularized form of religion (Ostwaldt 2003) because of their business-like approach. Proselytizing the Gospel occurs alongside the selling of merchandise such as music, self-help books, television ministries, self-improvement events and hosting of annual conferences that attract global attendees. In a U.S. context where both marketing originated (Bartels 1962) and megachurches flourished, church marketing..