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...

Full description

Saved in:

Bibliographic Details
Main Author:	Mughal, Muhammad Raza
Format:	Thesis
Language:	eng eng
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
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.10968
record_format	uketd_dc
spelling	my-uum-etd.109682024-02-13T07:10:58Z Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing 2023 Mughal, Muhammad Raza Abd Rani, Shamsul Huda Md Isa, Normalisa School of Business Management School of Business Management HD56-57.5 Industrial Productivity 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 this study were, brand actual and ideal congruence, commercialization, brand Nostalgia and social media engagement. Moreover, Brand authenticity is also influenced by entrepreneur marketing strategy of business. Therefore, the study conducted aimed at investigating entrepreneurial marketing as a moderating variable. As the factors associated in building brand authenticity has influence on sales and revenue, therefore, a study was conducted in three main cities of Pakistan to investigate the impact of brand authenticity in apparel industry. The study focused on discussing the factors which influence brand authenticity. The research also emphasized on evaluating the moderating effect of entrepreneur marketing on these factors and discussed its relation with these factors in building brand authenticity. The three major cities of Pakistan involved in these study were Lahore, Karachi and Islamabad. These cities were chosen and sampling units and a total of 1800 participants were recruited with non-probability sampling method. The research emphasized on primary quantitative research design and primary data was collected using survey questionnaire. The study utilized 5-point Likert scale for the interpretation and analysis of the data. Furthermore, statistical approaches such as Data screening, Variance, measurement, and structural model were utilized for the analysis of the data. The outcomes of the study revealed that there is positive and significant impact of actual brand congruence, brand nostalgia, entrepreneurial marketing, ideal brand congruence and social media management on the brand authenticity. However, the effect of brand commercialization effect on the brand authenticity is negative and significant that indicates that brand commercialization negatively affects the brand authenticity in case study of apparel industry of Pakistan. Furthermore, the study also discusses practical implications and future directions of the study. 2023 Thesis https://etd.uum.edu.my/10968/ https://etd.uum.edu.my/10968/1/depositpermission-900812.pdf text eng staffonly https://etd.uum.edu.my/10968/2/THESIS-MUHAMMAD%20RAZA%20MUGHAL.pdf text eng public phd doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abd Rani, Shamsul Huda Md Isa, Normalisa
topic	HD56-57.5 Industrial Productivity
spellingShingle	HD56-57.5 Industrial Productivity Mughal, Muhammad Raza Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
description	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 this study were, brand actual and ideal congruence, commercialization, brand Nostalgia and social media engagement. Moreover, Brand authenticity is also influenced by entrepreneur marketing strategy of business. Therefore, the study conducted aimed at investigating entrepreneurial marketing as a moderating variable. As the factors associated in building brand authenticity has influence on sales and revenue, therefore, a study was conducted in three main cities of Pakistan to investigate the impact of brand authenticity in apparel industry. The study focused on discussing the factors which influence brand authenticity. The research also emphasized on evaluating the moderating effect of entrepreneur marketing on these factors and discussed its relation with these factors in building brand authenticity. The three major cities of Pakistan involved in these study were Lahore, Karachi and Islamabad. These cities were chosen and sampling units and a total of 1800 participants were recruited with non-probability sampling method. The research emphasized on primary quantitative research design and primary data was collected using survey questionnaire. The study utilized 5-point Likert scale for the interpretation and analysis of the data. Furthermore, statistical approaches such as Data screening, Variance, measurement, and structural model were utilized for the analysis of the data. The outcomes of the study revealed that there is positive and significant impact of actual brand congruence, brand nostalgia, entrepreneurial marketing, ideal brand congruence and social media management on the brand authenticity. However, the effect of brand commercialization effect on the brand authenticity is negative and significant that indicates that brand commercialization negatively affects the brand authenticity in case study of apparel industry of Pakistan. Furthermore, the study also discusses practical implications and future directions of the study.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mughal, Muhammad Raza
author_facet	Mughal, Muhammad Raza
author_sort	Mughal, Muhammad Raza
title	Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
title_short	Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
title_full	Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
title_fullStr	Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
title_full_unstemmed	Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing
title_sort	determinants of brand authenticity in the apparel industry of pakistan: moderating role of entrepreneurial marketing
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2023
url	https://etd.uum.edu.my/10968/1/depositpermission-900812.pdf https://etd.uum.edu.my/10968/2/THESIS-MUHAMMAD%20RAZA%20MUGHAL.pdf
_version_	1794023799648157696

Determinants of brand authenticity in the apparel industry of Pakistan: moderating role of entrepreneurial marketing

Similar Items