Ozlem Sandikci

Researching Islamic marketing: past and future perspectives

Purpose – The purpose of this paper is to explore the reasons underlying the recent interest on Islamic marketing, discusses past research on the topic and offers a future research perspective.Design/methodology/approach – The paper is based on a critical review of the existing literature. It offers ethnoconsumerism as a way to develop a situated understanding of Muslim consumers and businesses.Findings – Two distinct phases, omission and discovery, characterize the existing literature. Omission derives from the stereotyping of Muslims as traditional and uncivilized people and Islam as incompatible with capitalist consumer ideology. Discovery relates to the identification of Muslims as an untapped and viable consumer segment and the increasing visibility of Muslim entrepreneurs.Research limitations/implications – A deeper understanding of Muslim consumers and marketers requires doing away with essentialist approaches that reify difference. Instead of focusing on differences future research needs to pay at...

Constructing and Representing the Islamic Consumer in Turkey

Abstract This study looks at how marketers in Turkey construct and represent tesettürlü consumers (women wearing Islamically inspired forms of covered dress) in advertising and other commercial imagery, and how these representations are shaped and transformed by the local and global dynamics of consumerism, capitalism, and politics. We believe that the emergence of tesettürlü women as a distinct consumer segment and their evolving representation in the marketing imagery are revealing of the processes of identity formation and negotiation as well as the social changes that have been occurring in Turkey since the 1980s. By attending to the discourses and practices of market actors, namely companies and designers that manufacture and sell clothing and related products to tesettürlü women in Turkey, we show how the Islamic fashion industry operates through a play on cultural difference and similarity, and fabricate the ideal of a “modern” tesettürlü woman which is attainable through consumption.

Crescent marketing, Muslim geographies and brand Islam: Reflections from the JIMA Senior Advisory Board

Purpose – The purpose of this paper is to bring together the thoughts and opinions of key members of the Journal of Islamic Marketings (JIMA) Editorial Team, regarding the recently branded phenomenon of Islamic marketing – in the interests of stimulating further erudition.Design/methodology/approach – The authors adopted an “eagle eye” method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations – in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications – both successful and unsuccessful.Findings – The authors assert that a key milestone in the study and practice of...

Competently Ordinary: New Middle Class Consumers in the Emerging Markets

Although the new middle classes in emerging markets are a matter of significant interest for marketing scholars and managers, there has been little systematic research on their values and preoccupations. This article focuses on new middle class consumers to identify the new, shared socio-ideological sensibilities informed by the recent neoliberal reforms in emerging markets and examines how these sensibilities are actualized in consumption. Through an ethnographic study of fashion consumption in Turkey, the authors explicate three salient new middle class sensibilities, which implicate the mastery of the ordinary in pursuit of connections with people, institutions, and contexts. These sensibilities crystallize into a particular mode of consumption—“formulaic creativity”—which addresses consumers’ desire to align with the middle and helps them reconcile the disjuncture between the promises of neoliberalism and the realities of living in unstable societies. The article provides recommendations on product portfolio management, positioning strategies, and marketing mix adaptation decisions.

Religious communities and the marketplace: Learning and performing consumption in an Islamic network

Sociopolitical analyses of religion evidence the increasing prominence of religious communities across the world. However, existing work on religion–consumption interaction focuses mostly on the personal effects of religion and examines how religion and religious ideologies influence individual decision making, choice, and purchase and shopping behaviors. In this study, we focus on the collective experiences of religion and unpack the multiple ways consumption shapes and is shaped by a communal religious ethos. Through an ethnographic study of a Turkish-based Islamic community, we show that consumption plays important roles in attracting individuals to the community, socializing them to the communal ethos, and drawing symbolic boundaries between the community members and outsiders. We also discuss how the communal religious ethos shapes consumption practices and brand relationships of members and influences the marketplace dynamics.

Islamic encounters in consumption and marketing

In recent years, Islam has become highly visible in media, politics, and the marketplace. The increasing popular and academic attention to Islam is partly driven by the events of 9/11 and the related imperative to ‘‘better’’ understand Muslims. The interest is also stimulated by broader socioeconomic developments, in particular neoliberal transformation and the so-called Islamic resurgence. Beginning in the late 1970s and accelerating in the 1980s and 1990s, Islamization has become a major social and political force impacting the Muslim world and beyond. Studies conducted in various fields of social sciences discussed the rise of Islamist movements and the spread of political Islam in connection to globalization and as an expression of resistance to Western-style modernization and secular modernity (e.g. Comaroff and Comaroff, 2000; Dekmejian, 1995; Esposito, 1998). For example, in his influential book, Globalized Islam , Olivier Roy (2004) linked the rise of contemporary Islamism to cultural disruptions and dislocations of a globalizing world, which made people, uprooted from their original cultures, susceptible to ‘‘fundamentalist’’ forms of Islam

Development and quality of life in Turkey:how globalization, religion, and economic growth influence individual well-being

Recently, scholars have been calling attention to the macro-social and institutional structures shaping development and welfare. In this study we offer a socio-temporally situated understanding of quality of life (QOL) in a developing country setting and investigate the effects of macro structures on consumer well-being. Specifically, we focus on neoliberal development (led by the business sector, rather than led or directed by the government) and examine how a neoliberal transformation of the marketplace affects consumers’ QOL perceptions. The context of our research is Turkey, a developing country that has been an avid follower of neoliberal policies since the 1990s. We focus on three key macro-social developments that have been shaping Turkish society in the past decades – globalization, religion, and economic growth – and seek to understand how these forces influence consumers’ satisfaction with life. Our study contributes to the literature on development and QOL by first, showing the moderating effect of income, and second, introducing faith and global brands as important variables in conceptualizing QOL.

Marketing for Socialism: Soviet Cosmetics in the 1930s

This article examines the marketing practices of the Soviet state trust for cosmetics, TeZhe, in the 1930s. Drawing on company records, industry reports, and popular press, we show that TeZhe used an array of marketing tactics, which were similar to those of the Western manufacturers. However, TeZhes marketing was aligned with the states economic and sociocultural initiatives and shaped by the ideological dictates of the Soviet system.

Strolling Through Istanbul’s Beyoğlu: In-Between Difference and Containment

In this essay, I evaluate Istanbul’s Beyoğlu as a hybrid and negotiated space and investigate how the imaginary and lived experiences of space enable as well as constrain transgressive everyday practices and identity politics. Through analyzing memories, imaginations, and experiences of Beyoğlu, in particular its drag/transsexual subculture, I explore the ways in which the past and present interact under the dynamic of globalization and (re)produce Beyoğlu as a space of difference and containment. Beyond the intricacies of Istanbul’s sex trade, night life, and queer subculture, I propose that the singular district of Beyoğlu, given its geographical, historical, and social location, operates as a microcosm of the tensions and negotiations between East and West, local and global, past and present.