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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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