The role of leader vs organisational credibility in Islamic social enterprise marketing communication
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
Journal
Volume
10
Issue
4
Pages
1128 - 1150
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Notes
History