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Keywords: Contentious packaging
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2014) 26 (5): 687–706.
Published: 04 November 2014
... out how do Muslims respond to product packages including elements believed to disagree with the Islamic values, in this study referred to as “contentious packages.” Design/methodology/approach – To test the five hypotheses, the study recruited 300 young Muslims in Bahrain, chosen from...
