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The effects of advertising appeals on consumers’ behavioural intention towards global brands: The mediating role of attitude and the moderating role of uncertainty avoidance

Syed Hassan Raza, Hassan Abu Bakar, Bahtiar Mohamad

Journal of Islamic Marketing (2020) 11 (2): 440–460.

https://doi.org/10.1108/JIMA-11-2017-0134

Published: 04 June 2019

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