Keywords: Halal cosmetics purchase intention
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Journal Articles
Journal of Islamic Marketing (2023) 14 (3): 645–679.
Published: 04 November 2021
...Anubha Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents...

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