The nexus between customer equity and brand switching behaviour of millennial Muslim consumers

Purpose: The purpose of this paper is to examine the influence of customer equity on the brand-switching behaviour of millennial Muslim consumers in Pakistan and Malaysia using the theory of planned behaviour framework. Design/methodology/approach: Data were collected from 706 millennial Muslim cons...

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Bibliographic Details
Main Authors: Saeed, Munazza, Azmi, Ilhaamie Abdul Ghani
Format: Article
Published: Emerald 2019
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Online Access:http://eprints.um.edu.my/23601/
https://doi.org/10.1108/SAJBS-04-2018-0046
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