Business Review


Pakistan's fashion and apparel market has shown comprehensive growth during the last decade. This paper aims to investigate the impact of design perception on consumer based brand equity and examines the mediating role of experiential value and moderating role of openness to experience. Data was collected from 210 consumers of textile apparel brands in Pakistan. Findings of the study reveal that there is a significant relationship between design perception and consumer based brand equity, experiential value mediates the relationship between design perception and consumer based brand equity. Furthermore, results reveal that the personality trait of openness to experience plays a moderating role between the relationship of design perception and experiential value. This framework will encourage marketers and managers to adopt design thinking strategy, that will help to generate greater pleasure and social experiential value from product usage.


Design perception, Experiential value, Consumer based brand, Equity, Openness to experience



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

January 26, 2021

Included in

Marketing Commons



Publication Stage



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