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Keywords: Halal brand association
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2016) 7 (3): 331–354.
Published: 12 September 2016
...Suharni Maulan; Nor Asiah Omar; Maisarah Ahmad Purpose The main purpose of this paper is to develop a reliable and valid scale for measuring halal brand association (HalBA) for Islamic banks. Brand association is a core dimension of brand equity that Islamic bank managers need to develop...
