'Islamic' consumers, markets, and marketing: a critique of El-Bassiouny's (2014) 'The one-billion-plus marginalization'

Aliakbar Jafari, Ozlem Sandikci

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

In her article entitled 'The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers', El-Bassiouny (2014) attempts to provide 'a comprehensive conceptualization for Islamic marketing and its foundational principles within the context of the Islamic faith' (p. 48). The present essay critiques some of the key assumptions that underpin El-Bassiouny’s discussion and her subsequent propositions for “future testing”, which are meant to offer an 'enlightened understanding of Islamic consumers' and 'benefit academics, practitioners, and policy makers' (pp. 42-43). This critical account argues: (1) apolitical and ahistorical analyses of markets and marketing phenomena in relation to Moslem geographies will only replicate imaginary juxtapositions between the West and Islam; (2) exceptionalist depictions of Moslem consumers can exacerbate inter- and/or intra-cultural misunderstandings; (3) theological and ethnocentric definitions of Islam and the oversimplification of Islamicness are less likely to help advance marketing theory, practice, and education in a global era.
LanguageEnglish
Pages2676-2682
Number of pages8
JournalJournal of Business Research
Volume68
Issue number12
Early online date23 Apr 2015
DOIs
Publication statusPublished - Dec 2015

Fingerprint

Consumer marketing
Marginalization
Consumer markets
Islam
Marketing
Conceptualization
Education
Faith
Testing
Marketing theory
Geography
Politicians

Keywords

  • Islam
  • Moslems
  • marginalization
  • critical
  • exceptionalism
  • essentialism

Cite this

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title = "'Islamic' consumers, markets, and marketing: a critique of El-Bassiouny's (2014) 'The one-billion-plus marginalization'",
abstract = "In her article entitled 'The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers', El-Bassiouny (2014) attempts to provide 'a comprehensive conceptualization for Islamic marketing and its foundational principles within the context of the Islamic faith' (p. 48). The present essay critiques some of the key assumptions that underpin El-Bassiouny’s discussion and her subsequent propositions for “future testing”, which are meant to offer an 'enlightened understanding of Islamic consumers' and 'benefit academics, practitioners, and policy makers' (pp. 42-43). This critical account argues: (1) apolitical and ahistorical analyses of markets and marketing phenomena in relation to Moslem geographies will only replicate imaginary juxtapositions between the West and Islam; (2) exceptionalist depictions of Moslem consumers can exacerbate inter- and/or intra-cultural misunderstandings; (3) theological and ethnocentric definitions of Islam and the oversimplification of Islamicness are less likely to help advance marketing theory, practice, and education in a global era.",
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'Islamic' consumers, markets, and marketing : a critique of El-Bassiouny's (2014) 'The one-billion-plus marginalization'. / Jafari, Aliakbar; Sandikci, Ozlem .

In: Journal of Business Research, Vol. 68, No. 12, 12.2015, p. 2676-2682 .

Research output: Contribution to journalArticle

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