Halal brand and purchase intention of halal processed food in Malaysia: The influence of brand theory and religious commitment / Mahdi Borzooei

Halal brand and purchase intention of halal processed food in Malaysia: The influence of brand theory and religious commitment / Mahdi Borzooei

Halal is extended beyond religious values into the realm of business and trade and is fast becoming a global brand for both Muslim and non-Muslim consumers. Current international markets need a brand that appeals to global religious consumers and buyers with common values and practices. In response,...

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Bibliographic Details
Main Author: Borzooei, Mahdi
Format: Book Section
Language:English
Published: Institute of Graduate Studies, UiTM 2016
Subjects:
Malaysia
Online Access:https://ir.uitm.edu.my/id/eprint/19700/

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