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Halal branding - a pluralist approach

Halal branding - a pluralist approach

Wilson, Jonathan A.J. (2010) Halal branding - a pluralist approach. In: College of Business and Economics Seminars: An Insight into Islamic and Halal Branding, 10 Oct 2010, United Arab Emirates University, Al-Ain, UAE. (Unpublished)

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Two lectures were delivered on two campuses at United Arab Emirates University, Al-Ain, UAE (to audiences segregated according to gender - in accordance with university policy), which presented published findings by the speaker.

The central argument was one which firstly defined halal (Islamic permissibility) in connection with branding and consumption; and then went onto highlight how local, international and global businesses could capitalise on halal offerings, to a multicultural and in some cases non-religious audience.

It was suggested that further study of management, branding and consumer behaviour from an emotional construct, as opposed to a mechanistic and literalistic approach, was in great need.

Item Type: Conference or Conference Paper (Lecture)
Uncontrolled Keywords: halal branding, Muslim consumer behaviour, cross-cultural marketing, macro-marketing, international marketing
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Nov 2019 11:15

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