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

Rohail Jibran, Muhammad Ahmad ur Rehman () and Sadia Shaheen
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Rohail Jibran: National Textile University-Pakistan
Muhammad Ahmad ur Rehman: National Textile University-Pakistan
Sadia Shaheen: Lyallpur Business School-Pakistan

Business Review, 2020, vol. 15, issue 2, 86-100

Abstract: 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.

Keywords: Design; perception; ·; Experiential; value; ·; Consumer; based; brand; equity; ·; Openness; to; experience (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aho:journl:v:15:y:2020:i:2:p:86-100

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