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The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny's (2014, 2015) conceptualization of “Islamic marketing”

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  • Jafari, Aliakbar
  • Sandıkcı, Özlem

Abstract

In response to Jafari and Sandıkcı's (2015a) critique of her 2014 article entitled “The one-billion-plus marginalization”, El-Bassiouny (2015) dismisses the authors' key ontological debate over exceptionalism as a historical and political discourse and diverts attention to new areas of enquiry (e.g., disciplinary legitimacy, Islamic jurisprudence and methodological pluralism) to further her original “transcendental values integration” approach to marketing theory, practice and education. While offering new insights, El-Bassiouny's account is still largely driven by discourses of marginalization, exceptionalism and Islamism. This article therefore: (1) reappraises the oversimplification of the marginalization discourse; (2) reiterates the pitfalls of Islamic exceptionalism at an ontological level; (3) cautions against the consequences of ideological readings of Islam in marketing and consumer research; and (4) re-emphasizes the importance of understanding identity dynamics in the analysis of the complex intersections of Islam, marketing and consumption. In conclusion, the article offers some areas for future research.

Suggested Citation

  • Jafari, Aliakbar & Sandıkcı, Özlem, 2016. "The ontological pitfalls of Islamic exceptionalism: A re-inquiry on El-Bassiouny's (2014, 2015) conceptualization of “Islamic marketing”," Journal of Business Research, Elsevier, vol. 69(3), pages 1175-1181.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1175-1181
    DOI: 10.1016/j.jbusres.2015.09.016
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    References listed on IDEAS

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    1. Elaine R Hartwick, 2000. "Towards a Geographical Politics of Consumption," Environment and Planning A, , vol. 32(7), pages 1177-1192, July.
    2. SandIkcI, Özlem & Ekici, Ahmet, 2009. "Politically motivated brand rejection," Journal of Business Research, Elsevier, vol. 62(2), pages 208-217, February.
    3. Özlem Sandikci & Güliz Ger, 2010. "Veiling in Style: How Does a Stigmatized Practice Become Fashionable?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 15-36, June.
    4. El-Bassiouny, Noha, 2014. "The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers," Journal of Business Research, Elsevier, vol. 67(2), pages 42-49.
    5. 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. Aliakbar Jafari & Mona Moufahim & Diego Rinallo & Samuelson Appau, 2023. "Theorizing consumption and markets in the context of religion," Post-Print hal-04325662, HAL.

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