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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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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.