Among Islamists, certain global brands can be considered threats to Muslim identity, according to a new study in the Journal of Consumer Research.
"'Infidel! Infidel!' cries the six-year-old boy upon hearing his mother mention Nestlé during our interview," writes author Elif Izberk-Bilgin (University of Michigan-Dearborn). "Why would a six-year-old call Nestlé infidel? How do global brands like Coca-Cola and Disney get tangled in a complex web of sociopolitical dynamics and become targets of religiously charged consumer activism?"