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What is V16N3s 11 about?

This study examines the impact of the Gaza boycott movement on consumer behavior and brand perception among Malaysian franchises, highlighting a shift towards increased patriotic consumption and ethical consumerism. It identifies effective strategies for local franchises to enhance their brand image and market share amidst the boycott. The research provides valuable insights for marketers and business leaders in navigating the complexities of the boycott landscape in Malaysia.

Author

Akram Irman

Language

EN