Design perception and consumer-brand relationshipin textile apparel: Mediating role of experiential value and moderating role of openness to experience

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...

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Bibliographic Details
Main Authors: Rohail Jibran, Muhammad Ahmad ur Rehman, Sadia Shaheen
Format: Article
Language:English
Published: Institute of Business Administration 2021-01-01
Series:Business Review
Subjects:
design perception
experiential value
consumer based brand
equity
openness to experience
Online Access:https://ir.iba.edu.pk/businessreview/vol15/iss2/5/

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