Islam, Marketing and Consumption
Fig. 1. Islam, Marketing and Consumption. Courtesy of Routledge, 2016.

Routledge published a book titled "Islam, Marketing and Consumption: Critical Perspectives on the Intersections" edited by Aliakbar Jafari and Özlem Sandikci.

Publication Data

Jafari, Aliakbar & Sandikci, Özlem (Eds.). Islam, Marketing and Consumption: Critical Perspectives on the Intersections. Routledge, 2016. ISBN: 9780415746946.


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’.

Table of Contents

Introduction: Islam in Consumption, Marketing and Markets
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
2. Marketing Islam in a "Double Minority" Setting: The case of Singapore
3. Poverty and Socioeconomic Injustice in Muslim Geographies
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
5. Images of Desire: Creating virtue and value in an Indonesian Islamic lifestyle magazine
6. What Makes a Commodity Islamic? The case of veiling fashion in Turkey
Part III: Towards a Reflexive Account of Theorization
7. An Islamic Model of Marketing Ethics: A critical analysis from contemporary perspectives
8. Islam, the Free Market and Economy
9. Authenticity, Religious Identity and Consumption: A reflexive (auto)ethnographic account

About the Authors

Aliakbar Jafari is a Senior Lecturer in Marketing at the University of Strathclyde and a Chartered Fellow of the Chartered Institute of Marketing. He sits on the editorial board of Marketing Theory; Consumption, Markets & Culture; Journal of Islamic Marketing; Iranian Journal of Management Studies; and International Journal of Academic Research in Management.

Özlem Sandikci is Professor of Marketing and Head of the Management Department at Istanbul Sehir University, Turkey. Her research addresses sociocultural dimensions of consumption and the relationship between globalization, markets, and culture.

To order the book online visit the Routledge website.