Determining the intention to patronage Islamic brand restaurant: The moderating role of religiosity

• Main Authors: Mohd Yusof, Yuslina Liza, Wan Jusoh, Wan Jamaliah, Maulan, Suharni
• Format: Conference or Workshop Item
• Language: English
• Published: Faculty of Business & Management Universiti Teknologi MARA (Terengganu) Malaysia 2016
• Subjects: HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/54949/10/54949.pdf; http://irep.iium.edu.my/54949/; http://tibec.uitm.edu.my/index.php
• Institution: Universiti Islam Antarabangsa Malaysia

The growth of the global Muslim population has presents opportunities and challenges to marketers for tapping the rising Sharia compliant market especially in the food service and hospitality industry. The demand for Halal food is growing in Malaysia and internationally as a result of increasing tra...