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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Malaysian Consumer and Family Economics Association (MACFEA)
2018
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/ http://irep.iium.edu.my/72347/1/72347_Communicating%20Shari%E2%80%99ah-Compliant.pdf |