A cross-cultural study of staying reasons of American brands

Saeed, Munazza and Azmi, Ilhaamie Abdul Ghani (2019) A cross-cultural study of staying reasons of American brands. Journal of Islamic Marketing, 10 (1). pp. 249-268. ISSN 1759-0833, DOI https://doi.org/10.1108/JIMA-08-2017-0086.

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Official URL: https://doi.org/10.1108/JIMA-08-2017-0086


Purpose: Although researchers have investigated thoroughly the consumer’s brand switching behaviour, the probability of confusion regarding “brand switching” is a less travelled road so far. Therefore, the purpose of current study is to investigate and highlight the underlying convincing parameters in relation to not switching from American brands within the context of millennial Muslim consumers in Pakistan and Malaysia. Design/methodology/approach: Data were collected from 704 consumers living in two divergent cultures, who were asked about American brands. Two categories of “reasons to stay” were examined: switching barriers and affirmatory factors. Findings: The main discovery was that staying reasons for specific brands could be different in two different cultures, but they influence the ultimate brand switching behaviour. Practical implications: This study is important for those firms who have many prospective switchers because it is important to understand why these customers stay and discover to what extent such firms can discourage such consumers from leaving, in both positive and negative ways. Originality/value: This is the first paper of its kind that examines the brand switching behaviour of millennial Muslim consumers. © 2018, Emerald Publishing Limited.

Item Type: Article
Uncontrolled Keywords: American brands; Brand switching behaviour; Malaysia; Pakistan; Staying reasons
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HF Commerce
Divisions: Academy of Islamic Studies > Dept of Syariah & Management
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 28 Jan 2020 02:40
Last Modified: 28 Jan 2020 02:40
URI: http://eprints.um.edu.my/id/eprint/23602

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