Abstract
This study aims to investigate how brand consciousness and fashion consciousness influence the willingness to purchase counterfeit brands in the lawn wear market. Purchase intention serves as a mediator, while social influence acts as a moderator. The research focuses on a sample of 300 females from Lahore, Pakistan. Data will be collected using a structured questionnaire, and the analysis will be conducted using Smart PLS. This non-contrived study addresses a significant gap in the market literature.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
