Public Relations and Advertising Commons^™

Precious Lord, Take My Brand: Consumer Analysis Of Branding Effectiveness Of First Hattiesburg, Kelsey D. Walsh

Honors Theses

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 …