An Introduction to the Marketing of Religious Values ​​Based on Understanding Associations and the Mental Image of Society (Case Study: Enjoining Righteousness and Forbidding Evil)

Articles in Press

Document Type : Research Paper

Author

Assistant Professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, Qom University

10.30471/rsm.2026.11638.1533

Abstract

Enjoining good and forbidding evil as a religious obligation that revitalizes society and prevents social deviations is considered one of the most challenging religious values ​​in the modern era. Promoting enjoining good and forbidding evil in society occurs when this religious obligation itself is considered a value. One of the applications of non-profit marketing is the use of its techniques in the field of promoting religious values ​​in society. The first step in designing a marketing program for enjoining good and forbidding evil is to understand the perceptions and attitudes of the society towards this phenomenon. In this study, using a researcher-made questionnaire, the associations and mental image of the concept of enjoining good and forbidding evil were identified. The study sample consisted of 439 veiled women in Tehran, who were analyzed using the Python programming language and Excel software. The results of the research show that the main association resulting from this value is the issue of hijab, and this indicates a mental reduction in the audience of the concept of commanding good. Also, the majority of representations are about divine and religious values ​​such as prayer, duty, Imam Hussein, etc. Negative associations such as prying, conflict, bullying, etc. are also observed in the research results.

Keywords

Journal of Studies in Religion, Spirituality & Management

Articles in Press, Accepted Manuscript
Available Online from 09 May 2026

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