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Keywords: Portraits method
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Journal Articles
Exploring the essence of Al-Madinah Al-Munawwarah: leveraging the portraits approach to understand the second-holiest city in Islam
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Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2026) 17 (3): 1178–1199.
Published: 02 September 2025
... description of the city, grounded in its residents’ perceptions. Design/methodology/approach This study relies on a mixed-methods approach. First, using the qualitative projective technique called the portraits method, it extracts the evocations from 46 residents of Al-Madinah Al-Munawwarah, and provides...
