Abstract
The prime objective of this study is to explore the factors that effect the costumer purchase intention towards Halal brands. This study aims to provide initial framework for management practitioners and future researches to consider brand personality, attitude towards other products, awareness and product ingredients as a driving force to strengthen the costumer purchase intentions towards Halal brands. The study sheds light on the path which leads to enhance the costumers purchase intention towards Halal Brands.
Keyword(s)
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