The antecedents of halal Malaysia brand equity based on consumers tolerance on product cue attributes
Previous studies on Halal logo only evolved around consumer’s decision making without considering and addressing what is the actual contribution of such logo instead of its influence in consumer’s decision making. To date, none of the studies sees beyond the Halal stamp as a logo itself. Nevertheles...
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| Main Authors: | , , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Halal Products Research Institute, Universiti Putra Malaysia
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/60510/1/M9.pdf |
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