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In marketing, the notion of persuasion may be depicted in campaigns based on continuous flows of consumer exposure to brand attributes. We believe that these attributes are melted in the conditioned responses of consumers towards the marketing of the brand. However, it is the brand associations triggered by consumers that constitute a premise for the business value of that brand. However, should we flip the approach of value from the consumer side, we consider that the embedding of the brand attributes may be related either to actual or ideal versions of self-concept. We propose to decode this embedding process by using self-persuasion as our guide and prayer as communication for our research realm.

DECODING SELF-PERSUASION IN VARIOUS PATHS OF CONNECTION IN PRAYER: AN APPROACH FROM THE PERSPECTIVE OF MARKETING IN THE ECCLESIASTICAL FIELD