“OUR” brands, “THEIR” products: How do consumers react to religious brands offers?

« NOS » marques, « LEURS » produits: Comment les consommateurs réagissent aux offres religieuses des marques ?

Nawel Fellah-Dehiri () and Géraldine Michel ()
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Nawel Fellah-Dehiri: IAE Paris - Sorbonne Business School
Géraldine Michel: IAE Paris - Sorbonne Business School

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Abstract: Contemporary societies are characterized by the coexistence of different cultures and more and more mainstream brands are launching religious products. In the particular context of the religious Muslim market, the aim of this research is a better understanding of how non-Muslims consumers react to brands Muslims products in the religious market. To meet this objective, we mobilize social identity theory which allow us to study the attitude between in-groups and out-groups. Our study is based on eighteen semi-structured interviews with non-Muslim consumers and an analysis of 1284 online comments. Our results highlight different reactions from the in-group (non-Muslims) which seem to be linked both to the brand attachment, to the religious offer consistency with the individual's values and to the brand's country image.

Date: 2021-05-19
New Economics Papers: this item is included in nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-03526519
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Published in 37ème congrès international de l'AFM : Angers 2021 (Association française du marketing)., May 2021, Anger, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03526519

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