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Article
Publication date: 19 May 2022

Munazza Saeed, Zarina Waheed, Aysha Karamat Baig and Ilhaamie Abdul Ghani Azmi

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

Abstract

Purpose

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/approach

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.

Findings

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.

Originality/value

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

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Open Access
Article
Publication date: 31 March 2022

Kamal Hossain, Kenny Cheah Soon Lee, Ilhaamie Binti Abdul Ghani Azmi, Aida Binti Idris, Mohammad Nurul Alam, Md. Adnan Rahman and Norinah Mohd Ali

This study aims to explain the effect of entrepreneurial orientation (EO) dimensions on firms’ export performance. The study has considered three dimensions of EO…

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Abstract

Purpose

This study aims to explain the effect of entrepreneurial orientation (EO) dimensions on firms’ export performance. The study has considered three dimensions of EO: innovativeness, proactiveness and risk-taking. Export performance has been measured through multifaceted determinants: financial, strategic and satisfaction levels of exporting firms.

Design/methodology/approach

To explain the association between such determinants, qualitative face-to-face, in-depth interviews were conducted with the respondents from the apparel manufacturing companies of Bangladesh. The study has also applied a content analysis technique to explore and triangulate the descriptions of EO dimensions on performance.

Findings

The research results reveal that EO has a meaningful explanation of export performance from the lived experience of the respondents. The study has also found frequent explanations and indicators about the association of innovativeness and proactiveness on export performance, but the risk-taking dimension has revealed no effects.

Research limitations/implications

The research has different implications on theoretical, managerial and policy-making aspects of EO and export performance. Nevertheless, the findings are based on the opinions of a small sample of entrepreneurs and high-level managers. Thus, it is important to test the generalizability of these findings in future research using a larger sample.

Originality/value

This study indicated product, process and market creation innovativeness. Risks related to product innovation, new market entry and politics are considered for risk-taking measures, while proactive innovation, technology and new market searching are used for measuring proactiveness. Additionally, multifaceted performance determinants have been applied to evaluate export performance. Hence, this study is a unique qualitative analysis with important theoretical, practical and methodological implications.

Details

RAUSP Management Journal, vol. 57 no. 2
Type: Research Article
ISSN: 2531-0488

Keywords

Article
Publication date: 28 February 2019

Munazza Saeed and Ilhaamie Binti Abdul Ghani Azmi

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…

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.

Details

South Asian Journal of Business Studies, vol. 8 no. 1
Type: Research Article
ISSN: 2398-628X

Keywords

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