Islamic branding: insights from a conceptual perspective
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DOI: 10.1108/jima-02-2018-0035
Abstract: Purpose The purpose of this study is to propose a conceptual model of Islamic branding. Based on the theory of self-congruity and existing literature, the conceptual model proposes three antecedents that can form the building… read more here.
Keywords: branding; antecedents islamic; islamic brand; model ... See more keywords