Joshi, Richa; Garg, Prerna - In: Journal of Islamic Marketing 13 (2020) 4, pp. 807-823
Purpose: The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach: The proposed research...