Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness
Nik Mohd Hazrul Nik Hashim,
Nor Rahimy Khalid,
Suraya Akmar Mokhtaruddin
et al.
Abstract:PurposeResearchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒bra… Show more
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