Journal of the Academy of Marketing Science

, Volume 39, Issue 3, pp 429–448

Breaking bread with Abraham’s children: Christians, Jews and Muslims’ holiday consumption in dominant, minority and diasporic communities


  • Elizabeth C. Hirschman
    • Department of Marketing, School of BusinessRutgers University
    • Department of Marketing, Fox School of BusinessTemple University
  • Mourad Touzani
    • Department of Marketing, Institut Supérieur de GestionUniversity of Tunis
Original Empirical Research

DOI: 10.1007/s11747-010-0209-2

Cite this article as:
Hirschman, E.C., Ruvio, A.A. & Touzani, M. J. of the Acad. Mark. Sci. (2011) 39: 429. doi:10.1007/s11747-010-0209-2


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.


Cross-culturalHoliday consumptionReligion

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© Academy of Marketing Science 2010