Islam Marketing and Consumption Critical Perspectives on the Intersections 1st Edition by Aliakbar Jafari, Özlem Sandikci ISBN 0367279215 978-0367279219

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Product details: 

ISBN 10: 0367279215

ISBN 13: 978-0367279219

Author: Aliakbar Jafari, Özlem Sandikci

In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the complex and multifaceted intersections between Islam and markets.

This book seeks to reflect various unheard and emerging critical voices from within the Muslim world, and provide a series of critical insights on how, if and why Islam matters to marketing theory and practice. It questions the existing assumptions and polarising discussions which underpin the portrayal of Islam as the ‘other’ of Modernity, while acknowledging that Muslims themselves are partially responsible for creating stereotyped representations of Islam and ‘the Muslim’.

This wide-ranging and insightful collection will advance emerging critical perspectives, and provide new insights that will influence the generation and application of knowledge in the context of Muslim societies. It will open up fresh conversations for scholars in marketing as well as the broader humanities and social sciences.

Table of contents: 

Part I: Beyond the Brand ‘Islamic’ 

1. What Is in a Name That We Call ‘Islam’? A critical inquiry into the semiotic construction of super-brand Ummah (Ahmet K. Süerdem) 

2. Marketing Islam in a “Double Minority” Setting: The case of Singapore (Johan Fischer) 

3. Poverty and Socioeconomic Injustice in Muslim Geographies (Bige Saatçioğlu, Özlem Sandıkcı and Aliakbar Jafari) 

Part II: Islam and the Islamic Representations in the Fashionscape 

4. The Commercial Limits of the Ummah? National and regional taste distinctions in the modest fashion market (Reina Lewis) 

5. Images of Desire: Creating virtue and value in an Indonesian Islamic lifestyle magazine (Carla Jones) 

6. What Makes a Commodity Islamic? The case of veiling fashion in Turkey (Banu Gökarıksel and Anna J. Secor) 

Part III: Towards a Reflexive Account of Theorization 

7. An Islamic Model of Marketing Ethics: A critical analysis from contemporary perspectives (M. Yunus Ali) 

8. Islam, the Free Market and Economy (Mun Loong Wong) 

9. Authenticity, Religious Identity and Consumption: A reflexive (auto)ethnographic account (Mona Moufahim)

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Tags: Aliakbar Jafari, Özlem Sandikci, Islam Marketing, Consumption Critical