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A cross-cultural comparison of Muslim religious commitment on US brand switching behaviour

Author

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  • Munazza Saeed
  • Ilhaamie Abdul Ghani Azmi

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.

Suggested Citation

  • Munazza Saeed & Ilhaamie Abdul Ghani Azmi, 2018. "A cross-cultural comparison of Muslim religious commitment on US brand switching behaviour," International Journal of Islamic Marketing and Branding, Inderscience Enterprises Ltd, vol. 3(2), pages 144-161.
    • Handle: RePEc:ids:ijimbr:v:3:y:2018:i:2:p:144-161
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    Cited by:

    1. Munazza Saeed & Imran Shafique, 2021. "Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13284-13303, September.

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