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Lookup NU author(s): Professor Andrew Lindridge
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
Research studying religious observance and marketplace interaction in different cultural settings focuses either on the dominant religious group’s consumption rituals or religious minorities own religious consumption rituals. However, research has not explored how religious minority groups celebrate dominant religious holidays. This study explores how Muslims living in Britain apply religiosity to mediate engaging with Christmas celebrations. We argue these interactions must be understood from a religious, cultural and market generated perspective. Our findings indicate that participants encounter tensions surrounding their engagement with Celebrations mediated through their Islamic religious principles. By recognizing this behavior, we introduce the term ‘acculturation trade-offs’ describing how individuals reject, compromise, or submerse themselves in an others’ behavior. This behavior involves a personal evaluation of the costs and benefits of engagement.
Author(s): Khan A, Lindridge AM, Pusaksrikit T
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Print publication date: 01/01/2018
Online publication date: 10/10/2017
Acceptance date: 01/07/2017
Date deposited: 13/09/2017
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
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