Abstract
In response to a steady flow of observed scholarship in the field of Islamic marketing, using religiosity constructs; the author argues that work based upon such proposed quantified scales and evaluations of religiosity necessitate further ontological examination and refinement. In support of this position, there appears to be little classical Islamic scholarship that advocates such an approach. Instead, the suggestion is that more mixed-methods and multi-layered hermeneutical reflective approaches are required; if they are to mirror reality, the full-spectrum of lived experiences, and to safeguard against ‘killing’ the spirit of the spiritual.
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