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Keywords: Prodigality
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Journal Articles
Journal of Islamic Marketing (2015) 6 (2): 188–208.
Published: 08 June 2015
...hossein emari Purpose – This study aims to propose a new construct – prodigality and develop a measurement scale to support the construct. Design/methodology/approach – Combining the paradigms of Churchill, Malhotra and Birks, the item generation and content validity yielded the development...

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