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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Bibliographic Details
Main Author:	Mughal, Muhammad Raza
Format:	Thesis
Language:	English English
Published:	2023
Subjects:	HD56-57.5 Industrial Productivity
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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