2021
DOI: 10.35649/kubr.2019.14.1.5
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Islamic Symbols in Personal Care Products and Muslim Consumers’ Purchase Intention: Effects of Perceived Religious Symbolic Value, Religiosity, and Attitude towards the Products with Islamic Symbols

Abstract: The purpose of this paper is to analyze both the direct and indirect effects of perceived religious symbolic value, religiosity, and attitude on Muslim consumers' purchase intention of personal care products with Islamic symbols. Design/Methodology/Approach : A convenience sampling method was employed to collect data from 320 respondents in Bangladesh and collected data were analyzed using the structural equation modeling (SEM). Findings : The findings of the study revealed that attitude is the most influentia… Show more

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