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A new look at faith-based marketing: The global halal market

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  • Izberk-Bilgin, Elif
  • Nakata, Cheryl C.

Abstract

Faith-based marketing, or addressing consumers’ religious sensibilities with faith-friendly offerings, represents a new wave of growth for companies. While kosher goods and Christian movies are well-known examples of this trend, companies continue to overlook opportunities for growing faith-based segments. Representing the fastest-growing faith-based consumer group in the world, Muslims, in particular, are a largely untapped segment. Forward-looking companies such as Nestlé, Walmart, and McDonald's consider this segment as the next ‘one-billion’ market, after China and India, and are developing strategies to appeal to the Muslim consumer. We focus on the key to tapping into the sizable Muslim spending power: halal marketing. Contrary to common belief, halal marketing is not confined to dietary goods. Rather, it pertains to a diverse range of offerings from cosmetics to tourism that represents a global market worth $2.1 trillion annually. Modern interpretations of halal echo the claims of organic and fair-trade industries, broadening the appeal of halal to mainstream consumers. Despite the vast opportunities in halal marketing, winning the pocketbooks of Muslim consumers involves cultural, operational, and geopolitical challenges. We provide an overview of this emerging market and offer five lessons for successful halal marketing.

Suggested Citation

  • Izberk-Bilgin, Elif & Nakata, Cheryl C., 2016. "A new look at faith-based marketing: The global halal market," Business Horizons, Elsevier, vol. 59(3), pages 285-292.
  • Handle: RePEc:eee:bushor:v:59:y:2016:i:3:p:285-292
    DOI: 10.1016/j.bushor.2016.01.005
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    References listed on IDEAS

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    1. Elif Izberk-Bilgin, 2012. "Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 663-687.
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    Cited by:

    1. Mirza Ashfaq Ahmed & Riffat Zulfiqar & Muhammad Anwar ul Haq & Noreena Kausar & Shaista Khalid, 2020. "Customer Purchase Intentions toward Islamic Banking Products in Pakistan: A Study of Religiosity-Based Marketing," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 10(10), pages 1187-1202, October.
    2. Rasmee Islam & Ann Suwaree Ashton, 2024. "Faith-Based Service Needs: An Implication to Developing Halal Friendly Tourism in Thailand," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 1731-1747, August.
    3. Delphine Godefroit-Winkel & Lisa Peñaloza, 2024. "The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women," Journal of Business Ethics, Springer, vol. 189(3), pages 479-506, January.
    4. Erne Suzila Kassim & Ismah Osman & Emi Normalina Omar & Faridah Hj Hassan, 2023. "Exploring the Role of Student Exchange Programs in Fostering Halal Understanding among South Korean Non-Muslims," Information Management and Business Review, AMH International, vol. 15(3), pages 159-172.

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