Fachrurazi; Silalahi, Sahat Aditua Fandhitya; Fauziah - In: Cogent business & management 11 (2024) 1, pp. 1-15
Religion and nationalism are two of the prominent individual identities which can signify the consumers' emotional attachment to the brand. However, brand communication rarely incorporates those two approaches simultaneously due to their seemingly contradictory nature, which may burden the...