Animosity and religiosity in brand switching via boycott intention among muslim consumers
Purpose – This study analyzes the influence of animosity and religiosity on brand switching among Pizza Hut consumers in Indonesia, with boycott intention as a mediating variable. It seeks to understand how negative sentiments and religious values shape consumers’ decisions to switch brands in the...
Guardado en:
| Autores principales: | , , |
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| Formato: | Artigo |
| Lenguaje: | Inglês |
| Publicado: |
P3EI-Center for Islamic Economics Studies and Development
2025-12-01
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| Colección: | Asian Journal of Islamic Management |
| Materias: | |
| Acceso en línea: | https://journal.uii.ac.id/AJIM/article/view/43401 |
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