The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers

Where is “Islamic marketing” heading?

“…While it may initially be unclear why the division is necessary (in that it creates polarity and holds the implicit assumption of "otherness"), both are important and together serve the development and explanation of the different faces and complexities of Islamic marketing and consumption. Outside of either managerial or cultural approaches, Islamic marketing includes many studies relating marketing and consumption phenomena to Islamic precepts (e.g., El-Bassiouny, 2014;Kadirov, 2014;Koku & Jusoh, 2015;Wilson, 2012; see also studies in extant literature such as Williams & Zinkin, 2010). These studies are religion-oriented ("exceptionalist," "reductionist," "essentialist," and "ethnocentric," as collectively described by the authors in this and previous works, cf .…”

“…Likewise, Islam is guided by a well-articulated moral code of conduct (e.g., Quran 6:119). Recent works in the emerging domain of Islamic marketing (Alserhan, 2010(Alserhan, , 2011El-Bassiouny, 2014;Koku & Jusoh, 2015;Wilson, 2012, among others) rely on this notion based on guidance from previous publications in the field (e.g., Saeed et al, 2001). In much the same ways that marketing scholars have attempted to define "marketing" and "macro-marketing" in terms of societal ends, and "sustainability marketing" in terms of the sustainability discourse, scholars within the growing field of Islamic marketing have also attempted to define "Islamic marketing" by referring to the relevant precepts of Islam.…”

“…This restriction includes the discourse on religion and marketing, though recent issues have led to calls in leading marketing journals for more research in this field (e.g., Benton, 2014;Engelland, 2014). Publications represent different religious paradigms and approaches, including Islam and "Islamic marketing," an emerging sub-discipline that caters to the growing needs of Islamic consumers, which is the focus of this article (Alserhan, 2011;El-Bassiouny, 2014;Jamal & Sharifuddin, 2015;Saeed, Ahmed, & Mukhtar, 2001;Wilson & Liu, 2011).…”

Jamu brand Indonesia: consumer preferences and segmentation

“…This finding is notable since the study of El-bassiouny (2014) shows that today there are as many as one billion Muslims, yet they are still marginalized by limited studies about them. Meanwhile, proper application of marketing strategy promises a significant boost in sales through products which emphasize value and morality, namely halal products (Matin, 2011in El-bassiouny, 2014. It is interesting to note that preference for halal products is also held by consumers with religion other than Islam.…”

#Halal Culture on Instagram

“…Comprising more than a billion of the world's population, Muslims represent an important market segment-one which unites under the practice of halal-yet, it is largely considered marginalized in Western mainstream marketing (El-Bassiouny, 2014). According to John L. Esposito and Dalia Mogahed, the central role of faith within Muslim migrant communities allows them to maintain a distinct cultural identity, while nonetheless adopting Western values such as democracy and human rights (Esposito and Mogahed, 2007).…”