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Keywords: Brand transgression
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1816–1833.
Published: 24 December 2024
...Simran Kaur; Yit Sean Chong; Pervaiz Khalid Ahmed; Md Yunus Ali Purpose This research investigates how religion uniquely influences consumer behaviour by exploring the dynamics when a brand transgression violates a religious norm. Specifically, the study focusses on the Halal consumption...
