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...

This present study investigates the moderating effect of celebrity endorsers' perceived religiosity in the relationship between dimensions in source credibility theory and consumers' purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major...

Purpose: This study aims to investigate the effect of religiosity, government support, consumer demand, the expectation for higher revenue and competition intensity on Indonesian small and medium-sized enterprises’ (SMEs) intention to adopt halal practices. Design/methodology/approach: This...

This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship between dimensions in source credibility theory and consumers’ purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in...

The Covid −19 pandemic has caused businesses to experience a sharp revenue decline due to lockdown policies. It takes resilience and effective leadership to steer businesses through this period of uncertainties. This paper examines how servant leadership (SL) moderates the relationship between...

Literature on marketing has been extensive, with attention given mostly to measuring performance. This article extends the body of knowledge by focusing on the evolution of marketing measurement and the emerging trends. The novelty lies in the involvement of developing-country SMEs, with the...

The Covid −19 pandemic has caused businesses to experience a sharp revenue decline due to lockdown policies. It takes resilience and effective leadership to steer businesses through this period of uncertainties. This paper examines how servant leadership (SL) moderates the relationship...