The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
Purpose � This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach � Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia,...
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Emerald Group Publishing Ltd.
2023
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