Examining the Dynamics of Fashion Trends, Self-Brand Congruence, and Consumer Engagement, with a Mediating Lens on Brand Trust in Customer-Brand Relationships
Shrafat Ali Sair,
Aamir Sohail,
Sadia Rafiq
Abstract:This study examines the intricate relationship between fashion trends, self-brand congruence, brand trust, and the customer-brand relationship within the context of Pakistani consumers' interactions with clothing brands. Furthermore, the study objectives are to examine the mediating role of brand trust between observed variables. The objectives include the clarification of the collective influence of these aspects, filling a theoretical gap within the framework of Pakistan, and providing marketers with practic… Show more
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