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Keywords: Identity 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
..., Halal brand hate ( HBH ) is the result of identity avoidance (β = 0.62) and experiential avoidance (β = 0.18). Research limitations/implications Data collection is confined to a single country. Future researchers may explore cross-cultural analysis across diverse Western countries...
