Handbook of Islamic Marketing

Edited by

Ozlem Sandikci
Assistant Professor of Marketing, Bilkent University, Turkey
Gillian Rice
Professor Emerita, Thunderbird School of Global Management, USA

Edward Elgar
Cheltenham, UK Northampton, MA, USA
 OL.OO

Contents

List of contributors ix
Acknowledgements xvii
Glossary xviii

1 Islamic marketing: an introduction and overview 1

Ozlem Sandikci and Gillian Rice

PART I MORALITY AND THE MARKETPLACE

2 Islamic ethics and marketing 17

Abbas J^AH
3 Fatwa rulings in Islam: a Malaysian perspective on their role in Muslim
consumer behaviour 35
Nazlida Muhamad
4 Investment, fashion and markets in the Muslim world 55
Alexandru Balasescu

PART II MUSLIM CONSUMPTIONSCAPES

5 Gender and privacy in Arab Gulf states: implications for consumption and
marketing ' 73
Russell Belk and Rana Sobh
6 Being fashionable in today's Tunisia: what about cultural identity? 97
Fatma Smaoui and Ghofrane Ghariani
7 Consumer acculturation in situ: the continuing legacy of French colonization
in North Africa 114
Elizabeth C. Hirschman and Mourad Touzani
8 Lifestyles of Islamic consumers in Turkey 129
Yonca Aslanbay, Ozlem Hesapci Sanaktekin and Bekir Agirdir
9 The impact of Islam on food shopping and consumption patterns of Muslim
households 147
Hayiel Hino
10 Understanding preference formation of functional food among Malaysian
Muslims 162
Siti Hasnah Hassan
vi Contents

PART III MARKETING PRACTICES

11 Market-orientation and Islamic business practices in Malaysia 187

Raja Nerina Raja Yusof, Andre M. Everett and Malcolm H. Cone
12 An international marketing strategy perspective on Islamic marketing 208
Sonja Prokopec and Mazen Kurdy
13 Islamic banking: the convergence of religion, economic self-interest and
marketing 226
Kenneth Beng Yap
14 Market segmentation and buying behaviour in the Islamic financial services
industry 248
Rusnah Muhamad^ T.C. Melewar and Sharif ah Faridah Syed Alwi
15 Customer-based brand equity of Islamic banks in Bahrain: an empirical
investigation 274
Omneya Mokhtar Yacout and Mohamed Farid ElSahn
16 Islamand corporate social responsibility in the Arab world: reporting and
discourse 300
Cameron Thibos and Kate Gillespie
17 Exploring marketing strategies for Islamic spiritual tourism 319
Farooq Haq and Ho Yin Wong
18 A digitafmedia approach to Islamic marketing 338
Mohamed El-Fatatry, Stephen Lee, Tariq Khan and Vili Lehdonvirta

PART IV GLOBALIZATION, POLITICS AND RESISTANCE

19 Serving God through the market: the emergence of Muslim

consumptionscapes and Islamic resistance 363
Sultan Tepe
20 The Arab consumer boycott of American products: motives and intentions 393
Maya F. Farah
21 Moments of departure, moments of arrival: how marketers negotiate
transnationalism in Muslim markets ^ 418
Chae Ho Lee and Jennifer D. Chandler
22 Cultural diplomacy and the United Arab Emirates: the emergence of a
sovereign wealth fund nation on the international art world stage 439
Rula Al-Abdulrazak and Derrick Chong

PARTV THEFUTURE

23 The future of Islamic branding and marketing: a managerial perspective 465

Paul Temporal
 Contents vii

24 Islam, consumption and marketing: going beyond the essentialist approaches 484
Ozlem Sandikci and Giiliz Ger

Index 503