The Role of Brand Awareness in Shaping Customer Purchase Decisions: A Phenomenological Study of Nora Tex, a Muslim Fashion MSME in Indonesia
This phenomenological study explores how brand awareness influences customer purchase decisions in Nora Tex, a Muslim fashion micro, small, and medium enterprise (MSME) in Indonesia. By addressing a gap in literature on culturally embedded branding, the research delves into the emotional and religio...
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| Format: | Article |
| Language: | English |
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Mashhad: Behzad Hassannezhad Kashani
2025-06-01
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| Series: | International Journal of Management, Accounting and Economics |
| Subjects: | |
| Online Access: | https://www.ijmae.com/article_223031_2b753548781f064501ee5b5606072f1e.pdf |
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