Brand hate and retaliation in Muslim consumers : does offensive advertising matter?
Uzma Noor, Mahnaz Mansoor and Sajeela Rabbani
| Year of publication: |
2022
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|---|---|
| Authors: | Noor, Uzma ; Mansoor, Mahnaz ; Rabbani, Sajeela |
| Published in: |
Journal of Islamic marketing. - Bingley : Emerald, ISSN 1759-0841, ZDB-ID 2553045-8. - Vol. 13.2022, 6, p. 1395-1413
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| Subject: | Brand hate | Brand retaliation | Offensive advertising | Religiosity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects | Werbung | Advertising | Markenartikel | Brand | Religion |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIMA-10-2020-0316 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013278968