Halal Malaysia brand equity mishap: False recognition of brand mere recognition using mixed method approach
Purpose: Brand mere recognition is the fundamental step in brand awareness and the first hurdle that any brand needs to achieve before brand equity can come into the picture. Thus, consumers’ ability to recognize a brand through its symbol or logo is very crucial and despite its significance, it is...
| Published in: | Journal of Islamic Marketing |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2022
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85082421245&doi=10.1108%2fJIMA-04-2019-0073&partnerID=40&md5=a1f314394e14617a5a98e69d844d6d29 |