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Keywords: halal endorsement
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Journal Articles
Investigating the consumer behavior for halal endorsed products: Case of an emerging Muslim market
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Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2017) 8 (4): 625–641.
Published: 13 November 2017
...Mubbsher Munawar Khan; Humaira Asad; Irsa Mehboob Purpose This study aims to investigate the determinants of consumer behavior for buying halal endorsed products in an emerging Muslim market, Pakistan. The study is based on the conceptual framework of the theory of planned behavior (TPB...
