Islamic religious beliefs and brand personality towards new product adoption in the Islamic market, and scale development and validation
Brand personality is considered as an important element in building and maintaining strong and valuable brands. Several brand personality scales have been proposed within the brand marketing literature, but no reliable and valid brand personality scale has yet been produced for the Islamic context....
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University of Hull
2014
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.724086 |