...Mohammad Saud Khan; Bronwyn Pamela Wood; Sarfraz Dakhan; Asif Nawaz Purpose This paper aims to examine female entrepreneurship perceptions at the nexus of understandings of Muslim behaviour in Pakistan, the “formula” of Shapero for considering entrepreneurial intentions and the viewpoints of young...

... the branding challenges facing Muslim female athletes and how to overcome them. Design/methodology/approach These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed...