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Journal Articles

Anti-consumption, halal brand avoidance and halal brand hate in a multicultural society

Rana Muhammad Ayyub, Michael S.W. Lee, Saira Naeem, Muhammad Akib Warraich

Journal of Islamic Marketing 1–27.

https://doi.org/10.1108/JIMA-06-2025-0405

Published: 02 March 2026

View article titled, Anti-consumption, halal brand avoidance and halal brand hate in a multicultural society

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Journal Articles

Are minority ethnic groups showing anti-consumption against their own culture?

Saira Naeem, Michael S.W. Lee, Rana Muhammad Ayyub

Journal of Islamic Marketing 1–27.

https://doi.org/10.1108/JIMA-06-2025-0404

Published: 02 March 2026

View article titled, Are minority ethnic groups showing anti-consumption against their own culture?

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Journal Articles

Anti-consumption of non-Muslims towards halal foods: a social media thematic analysis

Rana Muhammad Ayyub, Danish Ilyas, Saira Naeem, Haseeb A. Shabbir, Michael S.W. Lee

Journal of Islamic Marketing 1–25.

https://doi.org/10.1108/JIMA-09-2025-0578

Published: 27 February 2026

View article titled, Anti-consumption of non-Muslims towards halal foods: a social media thematic analysis

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Journal Articles

Understanding the impact of religion on consumption: Is religiosity or religiocentrism more appropriate?

Saira Naeem, Michael S.W. Lee, Rana Muhammad Ayyub

Journal of Islamic Marketing (2026) 17 (1): 191–212.

https://doi.org/10.1108/JIMA-11-2024-0551

Published: 06 June 2025

View article titled, Understanding the impact of religion on consumption: Is religiosity or religiocentrism more appropriate?

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Includes: Supplementary data

Journal Articles

Systematic literature review of halal food consumption-qualitative research era 1990-2017

Saira Naeem, Rana Muhammad Ayyub, Irfan Ishaq, Sobia Sadiq, Tahir Mahmood

Journal of Islamic Marketing (2020) 11 (3): 687–707.

https://doi.org/10.1108/JIMA-09-2018-0163

Published: 18 July 2019

View article titled, Systematic literature review of halal food consumption-qualitative research era 1990-2017

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Anti-consumption, halal brand avoidance and halal brand hate in a multicultural society

Are minority ethnic groups showing anti-consumption against their own culture?

Anti-consumption of non-Muslims towards halal foods: a social media thematic analysis

Understanding the impact of religion on consumption: Is religiosity or religiocentrism more appropriate?

Systematic literature review of halal food consumption-qualitative research era 1990-2017

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