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Keywords: American brands
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Journal Articles
A cross-cultural study of staying reasons of American brands: Analysis of millennial Muslim consumers
Available to Purchase
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2019) 10 (1): 249–268.
Published: 16 October 2018
... and highlight the underlying convincing parameters in relation to not switching from American brands within the context of millennial Muslim consumers in Pakistan and Malaysia. Design/methodology/approach Data were collected from 704 consumers living in two divergent cultures, who were asked about American...
