Fidelizando la Fe
Abstract
This study analyzes how the Hermandad de la Macarena has evolved from a religious entity to a global corporate brand. Through relationship marketing and the concept of brand community, it examines its strategic management with members and stakeholders to generate shared value. Using a case study approach and diverse sources, key variables such as brand architecture, values and globalization are highlighted. The research shows how the Brotherhood has consolidated a solid and differentiated community, combining tradition and modernity, positioning itself as a benchmark among religious organizations.
Fields of Study & Subjects
Religious Tourism and Spaces
Consumer Behavior in Brand Consumption and Identification
Marketing and Advertising Strategies
Publication details
- Journal / source
- VISUAL REVIEW International Visual Culture Review / Revista Internacional de Cultura Visual
- Volume
- 18
- Issue
- 1
- Pages
- 121–135
- Publication date
- 30 January 2026
- Language
- EN