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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| Main Authors: | , |
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| 格式: | Article |
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Emerald
2019
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| 主題: | |
| 在線閱讀: | http://eprints.um.edu.my/23601/ https://doi.org/10.1108/SAJBS-04-2018-0046 |
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