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Book Review: 'The Halal Frontier: muslim consumers in a globalized market' by Johan Fischer

Jafari, Aliakbar (2012) Book Review: 'The Halal Frontier: muslim consumers in a globalized market' by Johan Fischer. [Review]

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Abstract

In this book review, Aliakbar Jafari looks at Jonhan Fischer's continuation of his anthropological exploration of Muslim Malaysians' consumption practices, focusing on food consumption among Muslim Malays in London. The book's core value to marketers lies in demonstrating how macro and micro factors affect the production, distribution and consumption of food among Muslim consumers. Overall, Jafari describes the book as rich in terms of providing multiple insights into the complexities associated with regulating and practising the Halal. Yet, suggests that the narrative could be strengthened by explaining the possible impact of the colonial history of the country on the population's interest in religion as a sign of reviving self-pride.

Item type: Review
ID code: 40936
Keywords: muslim consumers, globalized marketing, halal frontier, anthropological exploration , consumer practices, muslim malays, london, food consumption, Marketing. Distribution of products, Economics and Econometrics, Business and International Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Pure Administrator
Date Deposited: 21 Aug 2012 15:09
Last modified: 05 Sep 2014 17:24
URI: http://strathprints.strath.ac.uk/id/eprint/40936

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