The role of electronic word of mouth on halal brand image and purchase intention in halal cosmetics

The role of electronic word of mouth on halal brand image and purchase intention in halal cosmetics

Purpose – This study aims to determine the effect of altruism, moral obligation, and halal brand image on purchase intention for halal cosmetic products in Indonesia, mediated by e-WOM variables. Methodology – This study uses a purposive sampling method to collect the data. The primary data was co...

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Bibliographic Details
Main Authors: Wulandini Az Zahrah, Istyakara Muslichah, Wan Nur Fazni Wan Mohamad Nazarie
Format: Article
Language:English
Published: P3EI-Center for Islamic Economics Studies and Development 2023-12-01
Series:Asian Journal of Islamic Management
Subjects:
Altruism
moral obligation
e-WOM
halal brand image
purchase intention
Online Access:https://journal.uii.ac.id/AJIM/article/view/31539

Internet

https://journal.uii.ac.id/AJIM/article/view/31539

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