Determining Muslim consumers' attitudes towards advertising from Islamic perspective : an empirical study in Malaysia /

This research is on determining Muslim consumers' attitudes toward Islamic concept of advertising, using Expectancy-Value Theory of attitudes. Another primary focus of this study is to provide introductory knowledge of what is Islamic advertising. Islamic marketing is an emerging academic field...

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Bibliographic Details
Main Author: Shafiq, Ali (Author)
Format: Thesis
Language:English
Published: Kuala Lumpur : Kulliyyah of Economics and Financial Sciences, International Islamic University Malaysia, 2017
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Online Access:Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library.
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