Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia
The purpose of this study is to investigate a model of brand personality and the effect of a halal brand on purchase intentions, particularly, by highlighting of religious commitment mediated between brand personality, and purchase intentions on a Halal brand. This study uses a path analysis with th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sprint Investify
2016-09-01
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| Series: | Expert Journal of Marketing |
| Subjects: | |
| Online Access: | http://marketing.expertjournals.com/23446773-405/ |