The nexus between customer equity and brand switching behaviour of millennial Muslim consumers

Abstract

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 consumers from two universities in each country through a self-administered questionnaire using a multi-cluster probability sampling and were analysed using structural equation modelling.

Findings

The findings demonstrate that the customer equity dimensions (awareness of American brands, perceived quality and image of American brands) are significantly different between the two countries, and moreover, customer equity strongly influences the brand-switching intention behaviour in both countries, and this consequently influences the actual brand-switching behaviour.

Practical implications

This study is important for those firms who have many prospective switchers and Muslim consumers, because it is essential to understand why brand-switching behaviour occurs, and to what extent such firms can discourage such consumers from leaving the brand.

Originality/value

This is the first paper of its kind to examine the brand-switching behaviour of millennial Muslim consumers in two different cultures.

Citation

Saeed, M. and Binti Abdul Ghani Azmi, I. (2019), "The nexus between customer equity and brand switching behaviour of millennial Muslim consumers", South Asian Journal of Business Studies, Vol. 8 No. 1, pp. 62-80. https://doi.org/10.1108/SAJBS-04-2018-0046