Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience
Pakistan's fashion and apparel market has shown comprehensive growth during the last decade. This paper aims to investigate the impact of design perception on consumer based brand equity and examines the mediating role of experiential value and moderating role of openness to experience. Data wa...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Administration
2021-01-01
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| Series: | Business Review |
| Subjects: | |
| Online Access: | https://ir.iba.edu.pk/businessreview/vol15/iss2/5/ |