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/ |
| _version_ | 1827985700762419200 |
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| author | Rohail Jibran Muhammad Ahmad ur Rehman Sadia Shaheen |
| author_facet | Rohail Jibran Muhammad Ahmad ur Rehman Sadia Shaheen |
| author_sort | Rohail Jibran |
| collection | DOAJ |
| description | 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 was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a moderating role between the relationship of design perception and experiential value. This framework will encourage marketers and managers to adopt design thinking strategy, that will help to generate greater pleasure and social experiential value from product usage. |
| first_indexed | 2024-04-09T23:18:35Z |
| format | Article |
| id | doaj.art-7ab044f258e34347b42b5db39b9dd176 |
| institution | Directory Open Access Journal |
| issn | 1990-6587 2788-9599 |
| language | English |
| last_indexed | 2024-04-09T23:18:35Z |
| publishDate | 2021-01-01 |
| publisher | Institute of Business Administration |
| record_format | Article |
| series | Business Review |
| spelling | doaj.art-7ab044f258e34347b42b5db39b9dd1762023-03-22T05:19:07ZengInstitute of Business AdministrationBusiness Review1990-65872788-95992021-01-0115286100https://doi.org/10.54784/1990-6587.1062Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experienceRohail Jibran 0Muhammad Ahmad ur Rehman 1Sadia Shaheen 2National Textile University, Pakistan National Textile University, Pakistan Lyallpur Business School, Pakistan 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 was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a moderating role between the relationship of design perception and experiential value. This framework will encourage marketers and managers to adopt design thinking strategy, that will help to generate greater pleasure and social experiential value from product usage.https://ir.iba.edu.pk/businessreview/vol15/iss2/5/design perceptionexperiential valueconsumer based brandequityopenness to experience |
| spellingShingle | Rohail Jibran Muhammad Ahmad ur Rehman Sadia Shaheen Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience Business Review design perception experiential value consumer based brand equity openness to experience |
| title | Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience |
| title_full | Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience |
| title_fullStr | Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience |
| title_full_unstemmed | Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience |
| title_short | Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience |
| title_sort | design perception and consumer brand relationshipin textile apparel mediating role of experiential value and moderating role of openness to experience |
| topic | design perception experiential value consumer based brand equity openness to experience |
| url | https://ir.iba.edu.pk/businessreview/vol15/iss2/5/ |
| work_keys_str_mv | AT rohailjibran designperceptionandconsumerbrandrelationshipintextileapparelmediatingroleofexperientialvalueandmoderatingroleofopennesstoexperience AT muhammadahmadurrehman designperceptionandconsumerbrandrelationshipintextileapparelmediatingroleofexperientialvalueandmoderatingroleofopennesstoexperience AT sadiashaheen designperceptionandconsumerbrandrelationshipintextileapparelmediatingroleofexperientialvalueandmoderatingroleofopennesstoexperience |