Bukhari, Syed Faheem Hasan; Woodside, Frances M.; … - In: Journal of Islamic Marketing 12 (2020) 1, pp. 70-94
Purpose: The purpose of this paper is to investigate the key attributes that drive Muslim consumer purchase behavior in the context of imported Western food in Pakistan. Design/methodology/approach: In-depth, semi-structured interviews were used as a data collection tool. In this research, the...