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Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model


  • Munazza Saeed

    (Depeartment of Syariah and Management, Academy of Islamic Studies, University of Malaya)

  • Ilhaamie Binti Abdul Ghani Azmi

    (Depeartment of Syariah and Management, Academy of Islamic Studies, University of Malaya)


The purpose of this study is to develop a model to investigate the impact of brand image and religious beliefs on Muslim consumers switching intention. Moreover, it also intends to examine, how switching intention affect the customer equity of international branded products. This study seeks to expand the body of knowledge in consumer behaviour research with emphasis on religious beliefs (Islamic beliefs). The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced by religious beliefs of Muslim consumers and image of a brand, yet previous studies have only attempted to understand brand switching without considering the religion specifically Islam. Key Words: Brand Image, Brand Swithcing, Islam, Brand Equity, Malaysia

Suggested Citation

  • Munazza Saeed & Ilhaamie Binti Abdul Ghani Azmi, 2016. "Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 5(4), pages 31-39, July.
  • Handle: RePEc:rbs:ijbrss:v:5:y:2016:i:4:p:31-39

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    References listed on IDEAS

    1. Sood, James & Nasu, Yukio, 1995. "Religiosity and nationality : An exploratory study of their effect on consumer behavior in Japan and the United States," Journal of Business Research, Elsevier, vol. 34(1), pages 1-9, September.
    2. Marshall, Roger & Huan, Tzung-Cheng (T.C.) & Xu, Yingzi & Nam, Inwoo, 2011. "Extending prospect theory cross-culturally by examining switching behavior in consumer and business-to-business contexts," Journal of Business Research, Elsevier, vol. 64(8), pages 871-878, August.
    3. Ehab M. Abou Aish & Wael A. Kortam & Salah S. Hassan, 2008. "Using Agency Theory in Understanding Switching Behavior in B2B Service Industries “I”," Working Papers 6, The German University in Cairo, Faculty of Management Technology.
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