Keywords: Larabanga
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Journal Articles
Journal of Islamic Marketing (2022) 13 (8): 1685–1702.
Published: 05 May 2021
... attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand...

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