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

Author

Listed:
  • Rohail Jibran

    (National Textile University-Pakistan)

  • Muhammad Ahmad ur Rehman

    (National Textile University-Pakistan)

  • Sadia Shaheen

    (Lyallpur Business School-Pakistan)

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.

Suggested Citation

  • Rohail Jibran & Muhammad Ahmad ur Rehman & Sadia Shaheen, 2020. "Design perception and consumer-brand relationship in textile apparel: Mediating role of experiential value and moderating role of openness to experience," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 15(2), pages 86-100, July-Dece.
    • Handle: RePEc:aho:journl:v:15:y:2020:i:2:p:86-100
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    File URL: https://ir.iba.edu.pk/cgi/viewcontent.cgi?article=1062&context=businessreview
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