The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
The increasing trend of symbolic consumption among consumers of branded clothing in Pakistan has implications for both, the branded clothing industry and consumer behavior scholars. Self-enhancement motives (brand engagement in self-concept and status consumption) are core elements of symbolic consu...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/92416/1/ZiaUrRehmanPAHIBS2019.pdf.pdf |
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