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Muhammad Saiful Islam Ismail, Syaimak Ismail, Aemy Aziz, Ahmad Afiq Irshad Omar, Muhammad Saiful Islami Mohd Taher, Suheil Che Sobry and Muhammad Khairul Zharif Nor A’zam 2025. RETHINKING ISLAMIC BRANDING: IS A NEW PHILOSOPHICAL ASSUMPTION NECESSARY?. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES). 7, 23 (Mar. 2025). DOI:https://doi.org/10.35631/AIJBES.723021.