Religious sensitivity issues on brand resonance: a conceptual study of fast food industry in Malaysia / Rozita Naina Mohamed and Norzaidi Mohd Daud

• Main Authors: Naina Mohamed, Rozita, Mohd Daud, Norzaidi
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2011
• Subjects: Islam and culture; Halal food
• Online Access: https://ir.uitm.edu.my/id/eprint/77340/1/77340.pdf; https://ir.uitm.edu.my/id/eprint/77340/

Evidently, fast food industry has experienced the fastest growth and has been contributing economically to the nation. Since the competition is getting stiff, the industry has to precisely understand the consumers’ sensitivity issues and consumption experience. The lack of awareness on the customers...