My Magic Is Stronger Than Yours: an Exploration of Competitive Spirituality in Brazilian Religions
We show how carefully packaged magical discourses and rituals are used as points of differentiation between several Brazilian religions. Spiritual forces are mobilized, materialized, and commoditized through inviting or driving out spirits that possess people and objects. This religious brand battle is thus waged through good versus evil spirits.
Victoria Rodner, Russell Belk, and Chloe Preece (2017) ,"My Magic Is Stronger Than Yours: an Exploration of Competitive Spirituality in Brazilian Religions ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 122-123.
Victoria Rodner, Fundação Getúlio Vargas, Brazil
Russell Belk, York University Schulich School of Business, Canada
Chloe Preece, University of London, UK
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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