Idioma:

Brand switching behaviour of Muslim consumers: Development of a Conceptual

Saeed, Munazza ; Azmi, Ilhaamie Binti Abdul Ghani

International Journal of Research in Business and Social Science, 2016-01, Vol.5 (4), p.31 [Periódico revisado por pares]

Texto completo disponível

Citações Citado por

Título:
Brand switching behaviour of Muslim consumers: Development of a Conceptual
Autor: Saeed, Munazza ; Azmi, Ilhaamie Binti Abdul Ghani
Assuntos: Boycotts ; Brand equity ; Brand image ; Brand loyalty ; Consumer behavior ; Consumers ; Consumption ; Halal food ; Islam ; Literature reviews ; Market strategy ; Marketing ; Muslims ; Religion ; Reputations ; Researchers ; Studies ; Theory
É parte de: International Journal of Research in Business and Social Science, 2016-01, Vol.5 (4), p.31
Descrição: 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.
Editor: Istanbul: Society for the Study of Business and Finance
Idioma: Inglês

Voltar para lista de resultados