LEGAL & ETHICAL BRANDING STRATEGIES AND CONSUMER BUYING BEHAVIOR: MEDIATING ROLE OF BRAND IMAGE
نویسندگان
چکیده
The aim of study to examined the impact legal packaging, promotional activities and ethical celebrity endorsement on consumer buying behaviour with mediating role brand image in Hyderabad, Pakistan. Total 300 female consumers who buy cosmetic products are considered as sample this study. collected data analysed help most preferable software SmartPLS version 3. Findings confirmed all three branding strategies behaviour. In addition, partial mediation effect is also verified. This revealed several marketing strategics such celebrate endorsements, activities, packaging industry Sindh, Therefore, marketer should understand dynamics market come up these for better improved profitability shareholders future.
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ژورنال
عنوان ژورنال: Russian Law Journal
سال: 2023
ISSN: ['2309-8678', '2312-3605']
DOI: https://doi.org/10.52783/rlj.v11i3.1262