Schlegelmilch, Bodo B.; Khan, Mubbsher Munawar; Hair, Joe F. - In: International Marketing Review 33 (2016) 1, pp. 156-174
Purpose – Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements...