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The purpose of this study is to develop a model to investigate the impact of brand image and religious beliefs on Muslim consumers switching intention. Moreover, it also intends to examine, how switching intention affect the customer equity of international branded products. This study seeks to expand the body of knowledge in consumer behaviour research with emphasis on religious beliefs (Islamic beliefs). The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced by religious beliefs of Muslim consumers and image of a brand, yet previous studies have only attempted to understand brand switching without considering the religion specifically Islam.

Despite official crime figures showing a continuous decline in the rate of crime, the perception of the high level of crime by many Malaysians suggests other factors are affecting their perception of safety from crime. The objective of this study is to identify and understand these factors through a qualitative study that employs online focus group discussions. This study argues that the perception of safety from crime is the result of interactions of a number of factors such as the experience of victimisation, crime information, neighbourhood conditions as well as the perception of law enforcement and government crime reduction policy. The sense of safety from crime is also contextual as it may fluctuate according to time, place, activities and situations. Analysis of the data from the focus group discussions found that participants generally have a high perception of safety from crime. However, participants felt less safe when they were in public places and when interacting with online services. In most circumstances, participants' sense of safety is affected by the pressure to be vigilant and to avoid criminal victimisation. This pressure is exacerbated by low-quality information on crime that is often received through social media. Crime information on social media has a significant impact on participants’ perceptions of crime. The overall analysis of the findings suggests that the most important factor which affects the perception of safety from crime among these selected Malaysians is their sense of safety in their homes and their neighbourhood.  Hence, efforts to increase the sense of safety among Malaysians should focus on this context.

Despite official crime figures showing a continuous decline in the rate of crime, the perception of the high level of crime by many Malaysians suggests other factors are affecting their perception of safety from crime. The objective of this study is to identify and understand these factors through a qualitative study that employs online focus group discussions. This study argues that the perception of safety from crime is the result of interactions of a number of factors such as the experience of victimisation, crime information, neighbourhood conditions as well as the perception of law enforcement and government crime reduction policy. The sense of safety from crime is also contextual as it may fluctuate according to time, place, activities and situations. Analysis of the data from the focus group discussions found that participants generally have a high perception of safety from crime. However, participants felt less safe when they were in public places and when interacting with online services. In most circumstances, participants' sense of safety is affected by the pressure to be vigilant and to avoid criminal victimisation. This pressure is exacerbated by low-quality information on crime that is often received through social media. Crime information on social media has a significant impact on participants’ perceptions of crime. The overall analysis of the findings suggests that the most important factor which affects the perception of safety from crime among these selected Malaysians is their sense of safety in their homes and their neighbourhood.  Hence, efforts to increase the sense of safety among Malaysians should focus on this context.

The purpose of this study is to develop a model to investigate the impact of brand image and religious beliefs on Muslim consumers switching intention. Moreover, it also intends to examine, how switching intention affect the customer equity of international branded products. This study seeks to expand the body of knowledge in consumer behaviour research with emphasis on religious beliefs (Islamic beliefs). The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced by religious beliefs of Muslim consumers and image of a brand, yet previous studies have only attempted to understand brand switching without considering the religion specifically Islam.