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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| Format: | Article |
| Published: |
Emerald
2019
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/23601/ https://doi.org/10.1108/SAJBS-04-2018-0046 |
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