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Keywords: Brand image and attitude
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Journal Articles
Abdul Hafaz Ngah, Tuan Mastiniwati Tuan Mansor, Cécile Gabarre, Samar Rahi, Shahbaz Khan, Rohana Ahmad
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2023) 14 (11): 2798–2820.
Published: 13 December 2022
... on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude...
