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Muslim consumers’ brand-switching behavior in Lahore and Kuala Lumpur: a qualitative comparative case study

Munazza Saeed (FAST School of Management, National University of Computer and Emerging Sciences, CFD Campus, Lahore, Pakistan)
Zarina Waheed (Department of Education, Sardar Bahadur Khan Women’s University, Quetta, Pakistan)
Aysha Karamat Baig (Department of Marketing, Institute of Business Management, Karachi, Pakistan)
Ilhaamie Abdul Ghani Azmi (Department of Shari'ah and Management, University of Malaya, Kuala Lumpur, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 19 May 2022

Issue publication date: 11 May 2023




The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.


Data 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.


Results 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 implications

The findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.


This is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.



Saeed, M., Waheed, Z., Baig, A.K. and Azmi, I.A.G. (2023), "Muslim consumers’ brand-switching behavior in Lahore and Kuala Lumpur: a qualitative comparative case study", Journal of Islamic Marketing, Vol. 14 No. 6, pp. 1577-1602.



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