Authors: Munazza Saeed; Ilhaamie Abdul Ghani Azmi
Addresses: Fast School of Management, National University of Computer and Emerging Sciences, Pakistan ' Department of Syariah and Management, Academy of Islamic Studies, University of Malaya, Malaysia
Abstract: The literature on religion in consumer behaviour research reveals that it is treated as a segmentation variable. However, so far there is a missing link between the comparisons of consumers of the same religion. Therefore, this comparative study is intended to examine differences in religious commitments and the influence of religious commitment on the brand-switching behaviour of millennial Muslim consumers. Data has been collected from 550 millennial Muslim consumers from Pakistan and Malaysia, and structural equation modelling (SEM) has been applied for the analysis. This study demonstrates that the religious commitment is significantly different between two countries and influences the brand switching behaviour of millennial Muslim consumers. This study shows how religious commitments are different, and moreover the effect of religious commitment is also different in the brand-switching behaviour of consumers while practising the same religion. It is hoped that this study will be of interest to business researchers involved in religion and consumer behaviour research.
Keywords: religious commitment; brand switching; Pakistan; Malaysia; American brands.
International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.2, pp.144 - 161
Available online: 07 Aug 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article