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 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.
Elif Izberk-Bilgin (2010) ,"Lifting the Veil on Infidel Brands: Islamist Discourses of Anticonsumerism", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 686-687 .
Elif Izberk-Bilgin, University of Michigan-Dearborn, USA
NA - Advances in Consumer Research Volume 37 | 2010
O8. Valuation and Allocation of Bought Time
Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway
N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore