Determining Muslim consumers' attitudes towards advertising from Islamic perspective : an empirical study in Malaysia /
This research is on determining Muslim consumers' attitudes toward Islamic concept of advertising, using Expectancy-Value Theory of attitudes. Another primary focus of this study is to provide introductory knowledge of what is Islamic advertising. Islamic marketing is an emerging academic field...
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| Format: | Thesis |
| Language: | English |
| Published: |
Kuala Lumpur :
Kulliyyah of Economics and Financial Sciences, International Islamic University Malaysia,
2017
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| Subjects: | |
| Online Access: | Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library. |
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