POSITIVE EFFECTS OF PERCEIVED COOLNESS AND PERCEIVED VALUE ON BRAND EQUITY: THE ROLE OF BRAND LOVE AS A MEDIATOR AND BRAND EXPERIENCE, SELF-IMAGE CONGRUENCE AND CONSUMER INNOVATIVENESS AS MODERATORS
Department of Business Administration Iqra University, Islamabad H-9 Campus Ph.D Dissertation Defense Presentation by Javeria Hassan Khan 23872 POSITIVE EFFECTS OF PERCEIVED COOLNESS AND PERCEIVED VALUE ON BRAND EQUITY: THE ROLE OF BRAND LOVE AS A MEDIATOR AND BRAND EXPERIENCE, SELF-IMAGE CONGRUENCE AND CONSUMER INNOVATIVENESS AS MODERATORS Date: Thursday, 22 February, 2024 [...]