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Keywords: Halal brand avoidance
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2026) 17 (9): 3182–3207.
Published: 02 March 2026
...-consumption. Structural equation modelling was used through Smart PLS . Findings It was found that Halal brand avoidance ( HBA ) among non-Muslims is the result of moral identity (β = 0.33), deficit value avoidance (β = 0.23) and experiential avoidance (β = 0.27). However...
