| The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: a review and future research agenda MH Shahab, E Ghazali, M Mohtar International Journal of Consumer Studies 45 (4), 664-689, 2021 | 110 | 2021 |
| Travel motivation among cross border tourists: case study of Langkawi J Park, G Musa, S Moghavvemi, T Thirumoorthi, AZ Taha, M Mohtar, ... Tourism Management Perspectives 31, 63-71, 2019 | 53 | 2019 |
| Virtual reality in museums: does it promote visitor enjoyment and learning? H Shahab, M Mohtar, E Ghazali, PA Rauschnabel, A Geipel International Journal of Human–Computer Interaction, 1-18, 2022 | 27 | 2022 |
| Cognition and emotion: exploration on consumers response to advertisement and brand HO Zaki, Y Kamarulzaman, M Mohtar Jurnal Pengurusan 63, 2021 | 11 | 2021 |
| Clarifying the brand personality construct in Malaysia M Mohtar, JM Rudd, H Evanschitzky Journal of Consumer Marketing 36 (7), 869-884, 2019 | 8 | 2019 |
| A systematic literature review and future research agenda for the gratification discrepancies approach MH Shahab, EM Ghazali, M Mohtar Contemporary Management Research 18 (1), 1-33, 2022 | 4 | 2022 |
| Factors contributing to mosque tourism in Malaysia S Moghavemi, A Sulaiman, AZ Taha, MEA Shukor, MZ , Mustapha, ... Enhancing Halal Sustainability - Selected Papers from the 4th International …, 2020 | 4 | 2020 |
| Does the need for cognition, need for affect and perceived humour influence consumers’ attitudes towards the advertised brands? HO Zaki, Y Kamarulzaman, M Mohtar International Journal of Management Studies 26 (2), 1-20, 2019 | 4 | 2019 |
| Muslim-friendly beauty and wellness framework and measurement M Mohtar, AZ Taha, Z Zakaria, SQ Ramli, A Sulaiman Cogent Social Sciences 8 (1), 2127247, 2022 | 3 | 2022 |
| Social entrepreneurship and volunteering: moderation effects of volunteer experience levels on social entrepreneurial intent model EM Ghazali, DS Mutum, B Nguyen, ZL Hamzah, M Mohtar Entrepreneurship Research Journal, 2021 | 3 | 2021 |
| Investigating repatronage intention in stores carrying halal products through store personalities M Mohtar, AZ Taha, E Ghazali, MM Radzi Journal of Islamic Marketing, 2019 | 3 | 2019 |
| Tourists perception and expectations for gastronomy M Mohtar, T Thirumoorthi The Routledge Handbook of Gastronomic Tourism, 127-134, 2019 | 3* | 2019 |
| Brand personality complementarity: its effects on evaluations of extremely incongruent extensions M Mohtar Aston University, 2015 | 3 | 2015 |
| Humour advertising: a review and a bibliometrics citation analysis HO Zaki, Y Kamarulzaman, M Mohtar Geografia-Malaysian Journal of Society and Space 16 (2), 164-178, 2020 | 2 | 2020 |
| Brand personality dimensions and traits in Malaysia M Mohtar, A Taha, D Mutum, E Ghazali Academy of Marketing Conference, 2013 | 2 | 2013 |
| Factors influencing the potential adoption of portable pork DNA detection device E Ghazali, D Mutum, M Waqas, AZ Taha, M Mohtar Journal of Islamic Marketing 14 (10), 2575-2599, 2023 | 1 | 2023 |
| The impact of need for cognition, and sentimental humour on advertising and brand attitude: does need for affect influence the relationship? HO Zaki, M Mohtar, Y Kamarulzaman Asian Journal of Research in Business and Management 1 (1), 77-84, 2019 | 1 | 2019 |
| Corporate brand characters of hotels in Malaysia S Hashim, M Mohtar, N Che-Ha, AZ Taha FEB Working Paper Series No. 0806, 2008 | 1 | 2008 |
| Case 12: From Scraps to Style—The Art of Hermès’ Upcycling Journey with “Petit H” M Mohtar, AZ Taha Marketing Case Studies in Emerging Markets: Contemporary Multi-industry …, 2024 | | 2024 |
| Consumers' cognitive and emotional response to humor advertising and brand in Malaysia HO Zaki, Y Kamarulzaman, M Mohtar Penerbit Universiti Kebangsaan Malaysia, 2022 | | 2022 |
Azni Zarina TahaSenior LecturerVerified email at um.edu.my
Azni Zarina TahaSenior LecturerVerified email at um.edu.my