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

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  • El-Bassiouny, Noha

Abstract

Information regarding the Islamic perspective on marketing is still lacking in mainstream literature. The present work aims to assemble the theoretical foundations of Islamic marketing thought in relation to the modern marketing paradigm. The paper highlights the opportunity costs involved with marginalizing the one billion plus Muslim consumer segment and presents a conceptualization of Islamic religiosity and its marketing implications building upon the Islamic theology infrastructure in terms of its inherent broad objectives (maqasid ash-shari'ah) while putting forth multi-stakeholder research propositions for future testing. The conceptualization presented serves to establish an enlightened dialogue and foster further cross-cultural understanding of the Muslim consumer segment to benefit academics, practitioners, and policy makers.

Suggested Citation

  • El-Bassiouny, Noha, 2014. "The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers," Journal of Business Research, Elsevier, vol. 67(2), pages 42-49.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:2:p:42-49
    DOI: 10.1016/j.jbusres.2013.03.010
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    References listed on IDEAS

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    Cited by:

    1. El-Bassiouny, Noha, 2016. "Where is “Islamic marketing” heading?," Journal of Business Research, Elsevier, vol. 69(2), pages 569-578.
    2. Nazia Adeel & Chris Patel & Nonna Martinov-Bennie & Sammy Xiaoyan Ying, 2022. "Islamic Religiosity and Auditors’ Judgements: Evidence from Pakistan," Journal of Business Ethics, Springer, vol. 179(2), pages 551-572, August.
    3. Mirza Ashfaq Ahmed & Riffat Zulfiqar & Muhammad Anwar ul Haq & Noreena Kausar & Shaista Khalid, 2020. "Customer Purchase Intentions toward Islamic Banking Products in Pakistan: A Study of Religiosity-Based Marketing," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 10(10), pages 1187-1202, October.
    4. Mansur Chadi Mursid & Suliyanto Suliyanto & Rahab Rahab, 2019. "Value of Innovation and Marketing Performance," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 127-133.
    5. Dina El-Bassiouny & Amr Kotb & Hany Elbardan & Noha El-Bassiouny, 2023. "To Blow or Not to Blow the Whistle? An Islamic Framework," Journal of Business Ethics, Springer, vol. 187(2), pages 385-404, October.
    6. Al-Abdin, Ahmed & Dean, Dianne & Nicholson, John D., 2016. "The transition of the self through the Arab Spring in Egypt and Libya," Journal of Business Research, Elsevier, vol. 69(1), pages 45-56.
    7. Rosanna Garcia & Daniel W. Baack, 2023. "The Invisible Racialized Minority Entrepreneur: Using White Solipsism to Explain the White Space," Journal of Business Ethics, Springer, vol. 188(3), pages 397-418, December.
    8. Jafari, Aliakbar & Sandıkcı, Özlem, 2016. "The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny's (2014, 2015) conceptualization of “Islamic marketing”," Journal of Business Research, Elsevier, vol. 69(3), pages 1175-1181.
    9. Gutiérrez, Angélica S. & Saint Clair, Julian K., 2018. "Do organizations' diversity signals threaten members of the majority group? The case of employee professional networks," Journal of Business Research, Elsevier, vol. 89(C), pages 110-120.
    10. Muhammad Abdullah Khan & Usman Ghani & Sadia Aziz, 2019. "Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 1-30, March.
    11. Noha El-Bassiouny, 2016. "The Trojan Horse of Affluence and Halal in the Arabian Gulf," Working Papers 39, The German University in Cairo, Faculty of Management Technology.
    12. Kaplanidou, Kyriaki (Kiki) & Al Emadi, Ahmed & Sagas, Michael & Diop, Abdoulaye & Fritz, Gerald, 2016. "Business legacy planning for mega events: The case of the 2022 World Cup in Qatar," Journal of Business Research, Elsevier, vol. 69(10), pages 4103-4111.
    13. Engelland, Brian T., 2014. "Religion, humanism, marketing, and the consumption of socially responsible products, services, and ideas: Introduction to a special topic section," Journal of Business Research, Elsevier, vol. 67(2), pages 1-4.
    14. Pueschel, Julia & Chamaret, Cécile & Parguel, Béatrice, 2017. "Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries," Journal of Business Research, Elsevier, vol. 77(C), pages 184-194.
    15. Intekhab Alam & Pouya Seifzadeh, 2020. "Marketing Islamic Financial Services: A Review, Critique, and Agenda for Future Research," JRFM, MDPI, vol. 13(1), pages 1-19, January.
    16. Sardana, Deepak & Cavusgil, Erin & Gupta, Narain, 2021. "The growing popularity of spiritual brands: What drives purchase intent?," International Business Review, Elsevier, vol. 30(4).

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