Title: Islamic marketing and conventional marketing theory: a brief case study of marketing what Muslim women wear

Authors: Aisha Wood Boulanouar; Zakaria Boulanouar

Addresses: Umm Al Qura University, Al Aziziya Campus, P.O. Box 715, Makkah Al Mukarramah, KSA ' Umm Al Qura University, Al Aziziya Campus, P.O. Box 715, Makkah Al Mukarramah, KSA

Abstract: All research comes from a particular perspective, and therefore has inherent bias. In applying paradigms developed within, or for, one culture or group, the question must be raised as to how applicable the paradigm is when applied to other groups or cultures. This paper considers symbolic interaction theory when applied to Muslim women and what they wear. The paper concludes that the theory is not a very good fit for Muslim women's clothing, but with adaptations could still be used. It also proposes that other theories could also suffer from the same, or similar, problems of fit, but may be satisfactorily adjusted to be useful in different contexts.

Keywords: Islamic marketing; symbolic consumption theory; Muslim women; clothing; research; paradigm fit; consumer research; Islam; symbolic interaction theory.

DOI: 10.1504/IJTCS.2013.060630

International Journal of Teaching and Case Studies, 2013 Vol.4 No.4, pp.287 - 295

Received: 07 Oct 2013
Accepted: 07 Oct 2013
Published online: 28 Jun 2014 *

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