Title Brand Islam : the marketing and commodification of piety / Faegheh Shirazi

Edition First edition Published Austin : University of Texas Press, 2016

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Description 1 online resource (ix, 281 pages) Contents Islamophobia and Western culture -- Islam and the halal food industry -- Halal slaughtering of animals : perils and practices -- Marketing piety : hijabi dolls and other toys -- Halal cosmetics and skin care : the Islamic way to beauty -- Islamic dress and the Muslim fashion industry "halal fashion" -- Halal/Islamic active sportswear, intimate wear, and accessories Summary From food products to fashions and cosmetics to children's toys, a wide range of commodities today are being marketed as "halal" (permitted, lawful) or "Islamic" to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most "halal" commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, "Brand Islam," as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam Bibliography Includes bibliographical references and index Notes Description based on online resource; title from PDF title page (EBSCO, viewed September 7, 2016) Subject Consumption (Economics) -- Religious aspects -- Islam. Brand name products -- Religious aspects -- Islam. Islam and culture. Branding (Marketing) Consumers -- Attitudes. Consumer behavior. branding. BUSINESS & ECONOMICS / Commerce BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Sales & Selling / General SOCIAL SCIENCE / Popular Culture Brand name products -- Religious aspects -- Islam Branding (Marketing) Consumer behavior Consumers -- Attitudes Consumption (Economics) -- Religious aspects -- Islam Islam and culture Halal Islam Marketing Verbraucherverhalten Form Electronic book ISBN 9781477309261 1477309268

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