Affinity Commerce

Targeting Muslim consumers requires more than a halal label. Fundamental approaches that build brand affinity are also relevant across the Islamic world. How is the merchandise positioned vis-à-vis competitors in the marketplace? Does the product line have a faith-based personality? Enthusiasm for the potential of halal-related profits is checked by commercial reality.

Featured Selection

Brand Islam
The Marketing and Commodification of Piety
Faegheh Shirazi

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Take-Away Wisdom

We offer insight on a selection of recently-published books that are relevant to Islamic finance and halal industry.

Books at Mosque