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Lifting the Veil on Infidel Brands: Islamist Discourses of Anticonsumerism
This paper examines how political Islam as a contemporary resistance ideology materializes in the consumption realm in a developing country. Through a critical ethnography, the study investigates how Islamism motivates consumers' defiant stances towards global brands and identifies three Islami...
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description | This paper examines how political Islam as a contemporary resistance ideology materializes in the consumption realm in a developing country. Through a critical ethnography, the study investigates how Islamism motivates consumers' defiant stances towards global brands and identifies three Islamist anticonsumptionist discourses that socio-historically construct the meaning of global brands as infidel brands. Through the discourses of modesty, helal-haram, and oppression Islamist consumers not only determine what constitutes infidel brands, but also seek a romanticized Islamic social order. The findings of this research compel us to re-examine existing accounts of consumer activism as a postmodern phenomenon with hedonic, aesthetic, and self-expressive motivations. |
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identifier | ISSN: 0098-9258 |
ispartof | Advances in Consumer Research, 2010, Vol.37, p.686 |
issn | 0098-9258 |
language | eng |
recordid | cdi_proquest_journals_1808044609 |
source | EBSCOhost Business Source Ultimate |
subjects | Brand image Consumer behavior Consumers Developing countries Islamism LDCs Studies |
title | Lifting the Veil on Infidel Brands: Islamist Discourses of Anticonsumerism |
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