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A study on the boycott motivations of Malaysian non-Muslims

Abdul Talib, Asmat Nizam and Abdul Latif, Samshul Amry and Abd Razak, Ili Salsabila (2016) A study on the boycott motivations of Malaysian non-Muslims. Journal of Islamic Marketing, 7 (3). pp. 264-287. ISSN 1759-0833

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Purpose – This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East.Design/methodology/approach – Two products were selected based on their market presence: consumer familiarity and product affordability. A total of 340 completed questionnaires were obtained from non-Muslim university students and validated by partial least squares approach. Findings – Three factors were found to be significant in predicting willingness to boycott, which were self-enhancement, perceived egregious behavior and country image.Originality/value – This paper addresses boycott motivations from the context of Malaysian non-Muslims quantitatively, based on an issue strongly related to Muslims. The results may have some implications on multinational firms, non-government organizations, policymakers as well as consumers

Item Type: Article
Uncontrolled Keywords: Islamic life style markets, Malaysia, Advertisements and promotions to Muslims,Islamic markets, Country image, Religiosity, Boycott, The Muslim consumer
Subjects: H Social Sciences > HF Commerce
Divisions: School of Business Management
Depositing User: PM Dr. Asmat Nizam Abdul Talib
Date Deposited: 16 Nov 2016 08:21
Last Modified: 04 May 2017 00:47

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