Breaking bread with Abraham’s children: Christians,Jews and Muslims’ holiday consumption in dominant,minority and diasporic communities |
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Authors: | Elizabeth C Hirschman Ayalla A Ruvio Mourad Touzani |
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Institution: | 1.Department of Marketing, School of Business,Rutgers University,New Brunswick,USA;2.Department of Marketing, Fox School of Business,Temple University,Philadelphia,USA;3.Department of Marketing, Institut Supérieur de Gestion,University of Tunis,Tunis,Tunisia |
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Abstract: | Religion is receiving increased interest from marketing researchers due to the heightened relevance of religious affiliation
to global marketing efforts. However, almost all studies in the marketing literature focus upon religion within dominant cultural settings, that is, in contexts where the religion being studied is the prevailing religious tradition in a given country. Our study
uses depth interviews with Christians, Muslims and Jews in dominant, minority and diasporic settings to more fully document
the role which cultural context may have on the interaction between religion and marketing. The central holidays of Christmas,
Ramadan and Passover as celebrated in the United States, Israel and Tunisia serve as the focal points of the study. |
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