Antecedents of halal brand personality

Purpose – The purpose of this study is to create and manage halal brands as valuable business assets based on a proposed halal Brand Personality dimension in the micro-spectrum of halalan (lawful) Tayyiba (good) concept in Malaysia. The chances of using Brand personality attributes as a mechanism to...

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Bibliographic Details
Main Author: Muhamad Fazil, Ahmad
Format: Article
Language:English
English
Published: Emerald Group Publishing Ltd. 2015
Subjects:
Online Access:http://eprints.unisza.edu.my/6252/1/FH02-FSSG-15-03351.pdf
http://eprints.unisza.edu.my/6252/2/FH02-FSSG-15-03461.jpg
http://eprints.unisza.edu.my/6252/
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Institution: Universiti Sultan Zainal Abidin
Language: English
English