Communicating shari’ah-compliant brands of tourism in Malaysia

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Communicating shari’ah-compliant brands of tourism in Malaysia

Positive customer-based brand equity entices consumers to buy products or service and the vice versa. Integrated marketing communication can play broader roles in developing conventional and Islamic brand. Fundamentally, Islamic value-based brand image and equity development concept is different fro...

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Bibliographic Details
Main Authors:	Ahmed, Faruk, Haque, A. K. M. Ahasanul, Abdullah, Kalthom, Razali, Siti Salwani
Format:	Article
Language:	English
Published:	Malaysian Consumer and Family Economics Association (MACFEA) 2018
Subjects:	HF5717 Business communication
Online Access:	http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf

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