Name order effects on cobrand perceptions: the impacts of product similarity and language structure

Purpose The Islamic world spans many different languages with different language structures. This paper aims to explore one way in which language structure affects consumer response to the marketing of cobrands. Design/methodology/approach Two between subject experiments were conducted using samples...

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Veröffentlicht in:	Journal of Islamic marketing 2024-06, Vol.15 (7), p.1886-1901
Hauptverfasser:	Sailors, John J., Al-Khatib, Jamal A., Khzindar, Tarik, Ezzi, Shaza
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Co-branding Consumers Halal food Marketing Muslims Picture books
Online-Zugang:	Volltext
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