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How does religion matter in the marketplace for minority settings? The case of Muslim consumers in France

  • Jamel Khenfer

    ()

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix-Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - Université Paul Cézanne - Aix-Marseille 3 - AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix-Marseille Université - AMU - Aix-Marseille Université)

  • Elyette Roux

    ()

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix-Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - Université Paul Cézanne - Aix-Marseille 3 - AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix-Marseille Université - AMU - Aix-Marseille Université)

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    This article proposes to go beyond the view of consumer religiosity as a stable characteristic. Rather, focusing on minority cultural settings, this research presents religiosity as a mobilized resource or a constraint the consumer faces in purchasing environments. The context preceding the situation as well as the marketplace are identified as the causes of the contextualized impact of religiosity in consumer decision making. The objective of this research is to explore this phenomenon in order to identify the factors intervening in the process.

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    File URL: https://halshs.archives-ouvertes.fr/halshs-00743900/document
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    Paper provided by HAL in its series Post-Print with number halshs-00743900.

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    Date of creation: 22 May 2012
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    Publication status: Published in EMAC 42nd Conference, May 2012, Lisbonne, Portugal. pp.1-7, 2012
    Handle: RePEc:hal:journl:halshs-00743900
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00743900
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    1. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Oxford University Press, vol. 13(1), pages 71-84, June.
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