Key principles and characteristics of an Islamic brand model with special reference to Islamic brand attire
Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies regarding Islamic brands adapted the conventional brand theories and models in examining Muslim consumers' behaviour towards a brand. The adaptation of the conventional brand theory is inappropria...
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| Format: | Thesis |
| Language: | English English English |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/9219/1/s900453_01.pdf https://etd.uum.edu.my/9219/2/s900453_02.pdf https://etd.uum.edu.my/9219/3/s900453_references.docx https://etd.uum.edu.my/9219/ |
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| Institution: | Universiti Utara Malaysia |
| Language: | English English English |