By Faegheh Shirazi
From meals items to models and cosmetics to kid's toys, quite a lot of commodities this present day are being advertised as "halal" (permitted, lawful) or "Islamic" to Muslim shoppers either within the West and in Muslim-majority international locations. notwithstanding, a lot of those items usually are not authentically Islamic or halal, and their manufacturers haven't unavoidably created them to honor spiritual perform or sentiment. as an alternative, so much "halal" commodities are profit-driven, they usually make the most the increase of a brand new Islamic fiscal paradigm, "Brand Islam," as a shrewdpermanent advertising tool.
Brand Islam investigates the increase of this hugely profitable business plan and the ensuing development in customer loyalty to items and prone pointed out as Islamic. Faegheh Shirazi explores the explanations why shoppers purchase Islam-branded items, together with conspicuous piety or a longing to spot with a bigger Muslim group, specifically for these Muslims who reside in Western international locations, and the way this phenomenon is affecting the non secular, cultural, and fiscal lives of Muslim shoppers. She demonstrates that model Islam has really enabled a brand new form of international networking, becoming a member of product and repair sectors jointly in a massive conglomerate that a few are pertaining to because the Interland. A well timed and unique contribution to Muslim cultural reviews, Brand Islam unearths how and why the expansion of consumerism, international communications, and the Westernization of many Islamic international locations are all using the commercialization of Islam.
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