DETERMINANTS OF BRAND AUTHENTICITY OF HIGH QUALITY APPAREL INDUSTRY IN DEVELOPING COUNTRY: A MODERATING EFFECT OF ENTREPRENEURIAL

The main objective of the research is to illustrate the value in the developing world of researching and implementing quality brand authenticity with the moderating effect of entrepreneurial marketing. 1943 responses were collected using survey method and five-point self-administrated questionnaire from the luxury apparel industry of Karachi, Pakistan using purposive sampling technique. PLS-SEM was used for data analysis. Actual brand congruence showed a positive and significant effect brand authenticity and brand commercialization negatively impacts brand authenticity while brand nostalgia also positively impacts brand authenticity and entrepreneurial marketing also significantly impact brand authenticity, ideal brand congruence also has positive relationship with brand authenticity and social media engagement positively impact brand authenticity. Entrepreneurial marketing negatively moderate the relationship between ideal brand congruence and brand authenticity and moderate the relationship between social media but negatively moderates the relationship between brand commercialization moderate the relationship between brand nostalgia but insignificantly moderate the relationship between actual brand congruence and brand authenticity. It was found that having your content on these platforms is not what makes sales for you. Engagement is the secret to becoming a productive user of social media hence joining Q&A response sessions is a great way to give value to customers and make you a valuable brand.