How Religious Minorities Resolve Cultural, Market, and Religious Ambiguity

This research aims to explore how British Muslims engage with the religious, cultural, and market-derived consumption narratives surrounding Christmas festival of the religious dominant group. Utilizing qualitative method, the findings identify three interconnected themes explaining how these participants engage (or not) with Christmas.


Theeranuch Pusaksrikit, Amna Khan, and Andrew Lindridge (2020) ,"How Religious Minorities Resolve Cultural, Market, and Religious Ambiguity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1224-1224.


Theeranuch Pusaksrikit, Chulalongkorn University, Thailand
Amna Khan, Manchester Metropolitan University
Andrew Lindridge, Newcastle University


NA - Advances in Consumer Research Volume 48 | 2020

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