Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model


  • Munazza Saeed
  • Ilhaamie Binti Abdul Ghani Azmi



Brand Image, Brand Swithcing, Islam, Brand Equity, Malaysia


The purpose of this study is to develop a model to investigate the impact of brand image and religious beliefs on Muslim consumers switching intention. Moreover, it also intends to examine, how switching intention affect the customer equity of international branded products. This study seeks to expand the body of knowledge in consumer behaviour research with emphasis on religious beliefs (Islamic beliefs). The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced by religious beliefs of Muslim consumers and image of a brand, yet previous studies have only attempted to understand brand switching without considering the religion specifically Islam.


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This research received support from the grant PG114/2013A awarded to the student at University of Malaya by IPPP.




How to Cite

Saeed, M., & Azmi, I. B. A. G. (2016). Brand Switching Behaviour of Muslim Consumers: Development of a Conceptual Model. International Journal of Research in Business and Social Science (2147- 4478), 5(4), 31–39.