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The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.Design/methodology/approachData were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.FindingsResults revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.Practical implicationsThe findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.Originality/valueThis is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.
Journal of Islamic Marketing – Emerald Publishing
Published: May 11, 2023
Keywords: Pakistan; Muslim consumers; Brand-switching behavior; Malaysia
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