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Keywords: Anticipated guilt
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2026) 17 (5): 1696–1720.
Published: 26 September 2025
... of responsibility influences personal norms (H2), which predict switching intention (H3). Anticipated pride acts as mediator 1 (H4), and anticipated guilt acts as mediator 2 (H5), both linking responsibility to norms. Switching costs moderate the relationship between personal norms and switching intention (H6...
