Browsing International Journal of Business and Technopreneurship (IJBT) by Author "Adi Anuar, Azmin"
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Consumers’ religio-spiritual insights in Ramadhan advertisements
Junaid, Ansari; Ummi Naiemah, Saraih; Adi Anuar, Azmin; Muhammad Sufyan, Ramish (School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP), 2022-06)Consumers get irritated and distracted while watching the Ramadan TV commercials due to the non-availability of the consumers’ religio-spiritual insights and this irritation can sometimes create a negative brand image. ...