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Keywords: Brand schematicity
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Journal Articles
Muhammad Sabbir Rahman, Md Afnan Hossain, Mohammad Tayeenul Hoque, Md Rifayat Islam Rushan, Mohammad Iftekhar Rahman
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (1): 153–183.
Published: 14 July 2020
.... The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands. Practical implications Based on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness...
