Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
Brand authenticity is an important component of business especially in apparel industry as it is associated with integration of cohesive brand strategy. It is also associated with brand congruence and commercialization process of the brand. The factors which affects brand authenticity discussed in t...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10968/1/depositpermission-900812.pdf https://etd.uum.edu.my/10968/2/THESIS-MUHAMMAD%20RAZA%20MUGHAL.pdf https://etd.uum.edu.my/10968/ |
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| Institution: | Universiti Utara Malaysia |
| Language: | English English |