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

• 主要な著者: Saeed, Munazza, Azmi, Ilhaamie Abdul Ghani
• フォーマット: 論文
• 出版事項: Emerald 2019
• 主題: BP Islam. Bahaism. Theosophy, etc; HF Commerce
• オンライン･アクセス: http://eprints.um.edu.my/23601/; https://doi.org/10.1108/SAJBS-04-2018-0046

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...