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...
Saved in:
| Main Authors: | , |
|---|---|
| 格式: | Article |
| 出版: |
Emerald
2019
|
| 主题: | |
| 在线阅读: | http://eprints.um.edu.my/23601/ https://doi.org/10.1108/SAJBS-04-2018-0046 |
| 标签: |
添加标签
没有标签, 成为第一个标记此记录!
|