Branding Bhakti : Krishna Consciousness and the Makeover of a Movement /

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"How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse? In Branding Bhakti, Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the In...

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Détails bibliographiques
Auteur principal: Karapanagiotis, Nicole (Auteur)
Format: Électronique eBook
Langue:Inglés
Publié: Bloomington, Indiana : Indiana University Press, [2021]
Collection:Book collections on Project MUSE.
Sujets:
International Society for Krishna Consciousness.
International Society for Krishna Consciousness > India.
International Society for Krishna Consciousness > United States.
Hare Krishna-rörelsen.
Branding (Marketing)
RELIGION > Spirituality.
branding.
Strategie de marque.
United States.
India.
Electronic books.
Accès en ligne:Texto completo
Table des matières:
  • Introduction
  • 1. A brief history of ISKCON: 1965-present
  • 2. Contextualizing the Krishna Branders
  • 3. Krishna gets a new PR team: branding ISKCON as a meditative social club
  • 4. Branding ISKCON as the heart of Yoga
  • 5. Krishna West: ISKCON must be reinvented, not (just) rebranded
  • Conclusion.

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