The role of leader vs organisational credibility in Islamic social enterprise marketing communication

Volume: 10, Issue: 4, Pages: 1128 - 1150
Published: May 8, 2019
Abstract
Purpose The purpose of this study is to examine the role of leader and organisational credibility in influencing customers’ intention to support Islamic social enterprises. Design/methodology/approach The credibility of the leader and that of the social enterprise are exposed through advertising. Ads portraying the six largest Islamic social enterprises in Indonesia and their social entrepreneur leaders were shown to...
Paper Details
Title
The role of leader vs organisational credibility in Islamic social enterprise marketing communication
Published Date
May 8, 2019
Volume
10
Issue
4
Pages
1128 - 1150
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