“OUR” brands, “THEIR” products: How do consumers react to religious brands offers?[« NOS » marques, « LEURS » produits : Comment les consommateurs réagissent aux offres religieuses des marques ?]

Contemporary societies are characterized by the coexistence of different cultures and more and more mainstream brands are launching religious products. In the particular context of the religious Muslim market, the aim of this research is a better understanding of how non-Muslims consumers react to brands Muslims products in the religious market. To meet this objective, we mobilize social identity theory which allow us to study the attitude between in-groups and out-groups. Our study is based on eighteen semi-structured interviews with non-Muslim consumers and an analysis of 1284 online comments. Our results highlight different reactions from the in-group (non-Muslims) which seem to be linked both to the brand attachment, to the religious offer consistency with the individual's values and to the brand's country image.