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Moin Ahmad Moon on Muck Rack

Moin Ahmad Moon

As seen in: Emerald Publishing
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Articles

Consumer perceptions of counterfeit clothing and apparel products attributes

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By Hayat Muhammad Awan, Moin Ahmad Moon, Batish Javaid, Maira Kiran
| Emerald Publishing
Abstract Purpose The purpose of this paper is to test and validate a modified Stimulus-organism-response (S-O-R) model with the bi-dimensional attitude toward counterfeit apparel products. The study examines the relationship of object and social psychological stimuli with utilitarian and hedonic attitude and intentions to purchase counterfeit apparel products.
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