What question did this study set out to answer?

This research explores how religious identity affects consumer behavior and brand relationships in retail settings.

March 13, 2026

Religious identity in retail brand dynamics: a hybrid systematic literature review using BERTopic approach and future research agenda

SBSubhajit BhattacharyaSiksha O Anusandhan University RSRashmi SinghJaipuria Institute of Management

Key Points

This research explores how religious identity affects consumer behavior and brand relationships in retail settings.
Conducted a hybrid systematic literature review
Applied bibliometric and topic-modelling analysis using the BERTopic approach
Utilized the Theory–Context–Characteristics–Method framework to categorize themes
Employed the Antecedents–Decisions–Outcomes model to analyze consumer behavior influences
Identified six key themes related to religious influence in branding and marketing
Noted a shift toward religion-based retail studies post-2010 in specific countries
Developed seven propositions linking religiosity to brand outcomes and decision processes
Pointed out gaps in qualitative and longitudinal studies within this research area

Abstract

Purpose This study aims to examine the increasing role of religious identity in influencing retail brand dynamics and to incorporate a hybrid review by summarising current information on the role of religiosity in consumer behaviour and brand relationships, charting significant themes, theories, contexts, constructs and methods in the literature. Design/methodology/approach A hybrid review was used, along with a systematic literature review, BERTopic and bibliometric analysis. The Theory–Context–Characteristics–Method (TCCM) framework was used to categorise literature into six primary thematic areas, while the Antecedents–Decisions–Outcomes (ADO) model explains the impact of religious identity on consumer behaviour and retail brand dynamics. Findings This study identifies six prevailing themes: religious influence on marketing ethics and consumer behaviour; faith-based and Islamic branding strategies, religion in advertising and messaging, religiosity and purchase behaviour, religious sentiment in tourism and community outreach and social identity and communication in religious communities. Notable gaps include overreliance on quantitative techniques, insufficient theoretical heterogeneity and lack of qualitative and longitudinal studies. The ADO model explains how religious identity shapes consumer behaviour, brand meaning and retail experiences. The study develops seven theory-driven propositions that explain underexplored linkages between religiosity, decision processes and retail brand outcomes. Originality/value This hybrid review integrates bibliometric, SLR and topic-modelling methods to investigate the topic of religious identity in retail branding. This study contributes in developing seven actionable and testable propositions grounded in the TCCM and ADO frameworks, which offer a structured agenda for future research. Results indicate growth in religion-based retail studies after 2010, particularly in India, Saudi Arabia, the UK and Malaysia, with emphasis on Islamic marketing, halal consumption and faith-based finance. While rising, other areas such as digital and gendered religiosity are underexplored and require more in-depth qualitative, cross-cultural and intersectional research.

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