I love my cosmetics: educated young Muslim’s behaviour of non-halal certified cosmetics

What is it about?

Continuance of using non-halal certified cosmetics among Muslims still under explored. To fill the gaps, by employing the SOR model, celebrity endorsement as stimuli, attitude and brand image as organism and continuance of use behavior as a response, the study revealed what are the factors influencing the continue of use behavior among young educated Muslims consumer.

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