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Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism

Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization,... Religion and ideology are prominent forces shaping consumption. While consumer researchers have studied both topics considerably, examinations of religious ideology remain scant. Notably lacking is research on how religion, myths, and ideology intertwine in the marketplace, informing attitudes toward brands. This ethnography investigates how the religious ideology of Islamism informs brand meanings among low-income Turkish consumers and identifies three discourses that construct global brands as infidels. Informants use the infidel parable to characterize market societies as devoid of social equality, morality, and justice. Their critique culminates in a consumer jihad against global brands. Through the consumer jihad, informants accommodate and protest the social crises posed by modernity and globalization as they seek to recreate the Golden Age of Islam. Exploring the relationships among economic means, cultural capital, and religious ideology helps this study bridge related domains of research on religiosity, ideology, and brand meanings that are often investigated separately. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism

Journal of Consumer Research , Volume 39 (4): 25 – Dec 1, 2012

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References (109)

Publisher
Oxford University Press
Copyright
© 2012 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/665413
Publisher site
See Article on Publisher Site

Abstract

Religion and ideology are prominent forces shaping consumption. While consumer researchers have studied both topics considerably, examinations of religious ideology remain scant. Notably lacking is research on how religion, myths, and ideology intertwine in the marketplace, informing attitudes toward brands. This ethnography investigates how the religious ideology of Islamism informs brand meanings among low-income Turkish consumers and identifies three discourses that construct global brands as infidels. Informants use the infidel parable to characterize market societies as devoid of social equality, morality, and justice. Their critique culminates in a consumer jihad against global brands. Through the consumer jihad, informants accommodate and protest the social crises posed by modernity and globalization as they seek to recreate the Golden Age of Islam. Exploring the relationships among economic means, cultural capital, and religious ideology helps this study bridge related domains of research on religiosity, ideology, and brand meanings that are often investigated separately.

Journal

Journal of Consumer ResearchOxford University Press

Published: Dec 1, 2012

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