Munir, Saad; Humayon, Asad Afzal; Ahmed, Munir; Haider, … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 11 (2017) 3, pp. 1027-1049
The aim of the present study is to better understand customer's willingness to pay a price premium in the market for female's stitched clothing and what sort of brand images can be used by a brand in order to achieve price premium. This study is based on quantitative survey of brand images found...