Management Letters https://doi.org/10.47262/SL/8.2.132020011https:

Research article

2020 | Volume 1 | Issue 1 | Pages 75-83

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Impact of Cultural Trends and Consumer Received June 29, 2020 Perception on Brand Reputation in Revised September 10, 2020 Accepted Emerging Brands of September 13, 2020 Tabinda Tubbasam*, Sundas Fatima Published October 25, 2020 School of Textile & Design, University of Management & Technology, , Pakistan

ABSTRACT *Corresponding author The current view of consumers about a brand is based on norms, dogmas, Tabinda Tubbasam attitudes, and practices that constitute the lifestyle of people. The process, E-mail by which an individual chooses, sorts out, and considers a good fashion [email protected] brand shows his life patterns, which is the actual picture of the fashion world. Therefore, brand reputation is an indicator to decide to buy new clothes according to cultural norms and values in a society. This study aims Keywords to predict the impact of cultural trends and consumer perception on brand Cultural trends reputation in the fashion industry of Lahore and . The nature of Consumer perception this study is cross-sectional and data gathered from 200 respondents of the Brand reputation fashion industry of Lahore and Faisalabad, Pakistan. This study applied Brands of Pakistan descriptive statistics, correlation analysis and linear regression analysis to test the proposed hypotheses. The output of this study indicated that the

cultural trend is positively and significantly related to the brand reputation. How to cite Moreover, the study finding shows that consumer perception is also Tubbasam, T., Fatima, S. positively and significantly associated with the brand reputation. (2020). Impact of cultural trends Furthermore, this study discussed the implication and conclusions. and consumer perception on

brand reputation in emerging

clothing brands of Pakistan.

Management Letters, 1(1), 75-

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Management Letters 2020; 1(1):75-83

1. INTRODUCTION some garments are made. The morals of the fashion business are a vital portion of this different business This research aims to emphasize the novice clothing and will be a reliable subject all through this work brands in Pakistan. It shows that the intensity of the (Lambert, 2014). The managers and retails build a brand reputation is directly proportional to cultural higher image in customers' minds. Under the growing trends and consumer perception. The study focuses importance of brand management, consumers on consumer’s preferences depending upon social convince them to understand the actual value of norms and values and the influence of the brand’s emerging clothing brands. The idea of the brand marketing promotions. The research focuses on the resulted in a brand reputation as more consumers get launching of the new arrival on consumer’s buying ready to purchase it (Ashraf, Li, & Murad, 2017; decisions. During the past six years, many changes Ashraf, Li, Dodor, & Murad, 2018). have been taken place in the buying behavior of consumers concerning social and cultural trends 2. LITERATURE REVIEW (Ajaz, Mehmood, Ali, & Ashraf, 2014; Akhtar, Hongyun, Iqbal, & Ankomah, 2020; Akhtar, Xicang, Culture referred to a complex concept and is & Iqbal, 2017; Becerra & Badrinarayanan, 2013). associated with such activities as profession, The impact of brands on consumers' purchasing literature, architecture, rituals, and dress code. conduct is exceptionally unique and has extraordinary Moreover, these forms are related to urban life, and significance in Pakistan. Customers keep focusing on culture is identified with civilization. There is an quality, function ability, pricing, and style of excellent difference between elite social class and low garments according to social, psychological, religious social class as culture fluctuates between these two concerns. The design industry incorporates fashion concepts. In other words, the idea of culture gives apparel with the young generation in Pakistan, and shape and course to conduct that culture is situated in individuals are categorically connected with fashion the region, examples of thoughts, rehearse, and style (Khakhan & Siddiqui, 2015). Pakistan has establishments, items, and artifacts (Shavitt, Lee, & still possessed the capacity to make a significant Johnson, 2008). Cultural difference is the term of image in it. It has a considerable measure of design clashes among different cultures, as differed to a creators, experts, and design managers and single culture. This phrase's cultural difference also merchandisers working in this field. Pakistan has refers to distinctive cultures among different zones of achieved a striking position overall due to its land. The phrase Cultural Difference is also used to extensive scale textile industry. The apparel industry mean the variety of humans’ adaptations of Pakistan experienced many changes from raw or cultures in a specific region, or the globe. This materials to the finishing of garments. Many difference also stimulates the psychology and designers, engineers, professional tailors, and philosophy of people having different tastes. workers gather up different clothing (Ahmed & Globalization is often said to have a negative effect Siddiqui, 2013; Iqbal, Akhtar, & Kankam, 2019). on the world's cultural diversity. Many distinctive There are numerous creators and producers of nations have differed from each other, and many of modern apparel, such as Maria B, Junaid Jamshed, these differences have emerged in the clothing Sana Safinaz, , Mausummery, Wardah, attitude of people. Similarly, the more obvious Firdous, and Lata Textiles are producing pieces of cultural differences that exist between people, such as clothing and ready to wear articles of clothing. Inside profession, status, dress code, and rituals and Pakistan, they are showcasing through Radio, TV, customs, are also important to understand social Print, and online media. They are offering at outlets values. Cultural diversity can be seen as similar and displays held locally and universally. A great deal to biodiversity (Butt, Altaf, Chohan, & Ashraf, 2019; of promoting campaigns is presently being helped Engelen & Brettel, 2011). through Social Media Networking sites (Abdul The behavior of a consumer towards a fashion Ghani, 2010; Ashraf, Li, Butt, Naz, & Zafar, 2019; brand refers to the overall estimation of a brand’s Ashraf, Li, & Mehmood, 2017). We experience our image, quality of products, style, pricing. The elite lives in apparel, we make a psychological judgment class of Faisalabad uses branded clothes with high on someone’s dressing, we convey what needs be quality fabric, good printing results, sophisticated through attire, and many individuals acquire their color schemes, and delicate designs. The middle-class livings by making the dress. Not all parts of the people focus and preferred the durability and price, business are delicate and shining; all do not see how and both classes are also conscious of their cultural concepts and social dominancy (Li, Murad, Shahzad,

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Khan, Shafique, et al., 2020; Wu & Lo, 2009). societies. Social contrasts and consumer perception to Specialists have investigated the effect of the brand buy from extravagance brands; uniqueness, quality, picture on the fulfillment and nature of customer perfection, and style of garment include. The results recognition. Speculatively, it can be contended that of a social circle and cultural trends demonstrate that apparent quality and purchaser satisfaction will this affect both buyer conduct and brand notoriety. directly influence the brand reputation (Li, Naz, This examination shows that the demands of people Dodor, Ashraf, & Akolgo, 2018; Ogba & Tan, 2009). are connected to shape the efficiency of brands. Effective brands alter their image systems as per the Besides, the discoveries of past research and reasoning and psychology of individuals as per their hypothesis show that the purchasing behavior of groups of friends. Variety in culture is a key factor in people augments the efficiency of brands crosswise the triumph or thrashing of brand notoriety. There is over societies (Bian & Forsythe, 2012; Waqas, Qalati, a vast scope of situations in which culture has been Hafeez, Rana, & Farhan, 2020). found to impact the purchaser’s state of mind. Brand Consumers build up a strong enthusiastic reputation is determined by customers ‘or clients’ connection to brands that are connected to central cultural norms and values (Buil, de Chernatony, & dispositions. The mental approach of customers Hem, 2009). It is firmly accepted by scholastic and reflects passionate, emotional reactions, such as experts that brand notoriety is noticeably critical. satisfaction and delight. Purchasers frequently react Brands ought to have a positive image in the mind of according to their self-dominating and self- consumers for the smooth growth of brand repute representing qualities and objectives because they are (Veloutsou & Moutinho, 2009). guided by their wishes to augment the consistency On the alternate hand, it describes a far-reaching between their brands and values. In this way, model of five brand-related procedures: recognizing, effective self-presentation as one's status and encountering, incorporating, flagging, and profession fortifies the passionate behavior towards associating with the brand (Isik & Yasar, 2015). extravagance brands. In this manner, self-expression, Frequently, buyers will tend to pick a brand that they which passes on uniqueness, fortifies the enthusiastic express harmony with their point of view. In this prizes from extravagance brands. Brands positively specific way, every customer at a personal level will affect full of feelings of state of mind. Typically, the endeavor to reflect his or her personality through the social-circle of people, culture, and self-dominating decision. When a more significant social gathering is psyche will positively affect purchasers' perceptions held, people tend to localize a specific example of an of fashion brands (Bian & Forsythe, 2012). In individual social personality (Cătălin & Andreea, comparative studies, indeed, the efficiency of a 2014; Li, Murad, Shahzad, Khan, & Ashraf, 2020). product is better evaluated with its competitors. The brand inclination is viewed as a fixpoint in Nowadays, consumers have some vital problems consumers’ decision leadership, including because they do not become aware of all attributes of components of choices. In building up brand a branded product like how to treat fabric, how to preferences, purchasers think about and consider wash, how to iron, and some specific cautions of diverse brands by concentrating on their uniqueness. different delicate fabrics. Consumers try to focus on Customers characterize brand inclination as brand certain item traits comprehensively as opposed to a managers support their clients and provide services in case study. Therefore, both qualities and cautions of contrast with other organizations. Brand makers products must be accounted for to separate an item allude their brands so that a buyer will consider from its rivals. In these conditions, brands can assume purchasing sooner rather than later (Jin & Weber, a wide range of parts in the shopper choice process. 2013; Murad, Li, Javed, Firdousi, & Ashraf, 2019). The investigation of consumers’ perception and Most investigations on social and cultural diversity are limited to examine the impact of cultural trends by considering consumer behavior on brand popularity and brand efficiency. The present research is held to determine a relationship between behaviors and social mentality both inside and crosswise over societies. It aims to understand purchase intentions by examining uniqueness, self-monitoring, social work endeavors, and full of feelings for extravagance brands among purchasers in Eastern and Western Fig. 1 The Conceptual Model

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Management Letters 2020; 1(1):75-83 opinion-making procedure of consumers is a participation rate is 54.5 percent and employment to longstanding enthusiasm for advertising and population ratio is 51.4 percent. marketing (Isik & Yasar, 2015; Wen et al., 2018). Population Size = N = 12000 3. MATERIALS AND METHODS There is only a single type of sampling technique has been used, which is a non-probability sampling. The non-probability convenience sampling In this investigation, the researcher has been used a technique, was used to gathered data from 200 non-probability sample; there is sub-type respondents (Tian et al., 2020). The target population convenience sampling, purposive sampling, quota was shopping centers, fashion outlets, and colleges of sampling; this study based on convenience sampling. Lahore and Faisalabad. The questionnaire was filled It is already mentioned above that Lahore is second by the purchaser and students in the non-devised and Faisalabad is the third biggest city in Pakistan. conditions on their shopping place and alma mater, The data collected from buyers of fashion in different and researcher obstruction was insignificant. This malls of Lahore & Faisalabad was tuff and the most particular analysis is cross-sectional because of these time taking part in this investigation. The researcher issues. The first issue is that the firm behavior with has visited 15 shopping malls and 8 universities of buyers that have been examined in this study never Lahore and Faisalabad and collected 200 changed sectional. Secondly, available timetable and questionnaires aggregately. The respondent had scarce resources guided this study cross-sectional. It completed the questionnaire and verified the means that the population is to be studied for data completeness of this questionnaire at the same time. collection that has been analyzed for results. Since the The sample characteristics are showing in the core objective of this analysis is to understand the following tables. Table 1 describes the gender share brand reputation measuring cultural trends and of the employees. Table 1 demonstrates the age consumer perception, therefore, the unit of analysis in classes of buyers of fashion and table No. 3.3 buyers is an individual entity as real elements like identified the percentage of that data that falls in the cultural trends and consumer perception can enhance diversified level of education changes from Matric to clothing brands’ performance. The researcher M.A (masters in arts). The following table highlights collected data from each individual and treated each the buyers of fashion characteristics from whom the buyer's response as an individual data source. data has been gathered. In this paper, gender is used Population means to all inhabitants living in a specific as a control variable, and respondents were advised to area. mention their gender. It is highlighted in Table 1 that Basically, in this research, all buyers who buy male and female share is 56 and 144 respectively. In apparel from fashion brands of Faisalabad and Lahore this investigation, 200 200 correspondents were are the elements of the population. Because of some reasons for time and resources, it is impossible to Table 1 Gender of Respondents. collect data from the whole population, so that’s why Gender Frequency Percent data obtained from the related sample, which is the Male 56 28 subpart of population. Sampling in research is defined Female 144 72 as a process of selecting units (e.g., people, and Total 200 100 organization) from a population of interest so that by Table 2 Age Distribution of Respondents. studying the sample, the researcher may fairly generalize results back to the population from which Age Frequency Percent they were chosen. It comprises some individuals 15-20 4 2 selected from it. After consulting Turker and Altuntas 21-25 56 28 26-30 74 37 (2014) the sample, the research should develop 31-35 66 33 conclusions that generalize the respective population. Total 200 100 National Brands (2016) analysis shows that Faisalabad and Lahore are the most significant urban Table 3 Education of Respondents. areas of Pakistan after . The region territory Education Frequency Percent of Faisalabad is 5,856 square km with 12.786 million Matric 4 2 people; the city populace is 7.14 million as mentioned FA 30 15 in Pakistan (2009-10), "district-level employment BA 63 31.5 trends 2009-10” (Karachi-East, Hyderabad, , MA 103 51.5 and Faisalabad) that in Faisalabad labor force Total 200 100

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Management Letters 2020; 1(1):75-83 chosen with a percentage of 28.0% for male Table 4 Reliability Analysis. correspondents and 72.0% for female correspondents. Cronbach's Variable No of Items There are some issues behind the low participation Alpha rate of males because, in Pakistan, females have more CT 4 0.62 tendency towards fashion as compare to males. The CP 7 0.82 Table 2 shows the sample formulation concerning the BR 9 0.63 age, which is the second demographic variable of this research. It refers that the majority of the respondents alpha of the questionnaire is 0.87. are from the age group of 26-30 (n = 74, 67.0%) years, and the lowest response rate gets from 15-20 4. RESULTS years old (n = 4, 2.0%). Table 3 demonstrates the third The researcher used SPSS version 22 for the analysis demographic variable, which is education. Results of collected data. Different statistical tools have been show that the literacy level is good in the fashion used in this investigation to evaluate below sector of Faisalabad and Lahore because the formulated hypothesis. Some tables are used for a maximum number of correspondents is M.A (n = 103, better description of data making it easy to 51.5%), and a good number of them are B.A (n= 63, understand, evaluate, and useable. This research 31.5%), a few of them are F.A (n = 30, 15.0%). Only thesis interprets the suggested goals and results 4 respondents are Matric (n = 6, 2.0%). So the crux of following the application-independent and our discussion is that majority of Faisalabad have independent variables. In statistics, standardized very low education levels because of national coefficients or beta coefficients are the estimates disturbances; these people are unaware of their rights resulting from a regression analysis that have been and firm performance (Li, Ashraf, Shahzad, Bashir, standardized so that the variances of dependent and & Murad, 2020), strait as well as the importance of independent variables are 1. Therefore, standardized strategic human resource practices and people equity coefficients refer to how many standard deviations a (Iqbal, Yun, Akhtar, & Nyarko, 2020; Iqbal, Yun, dependent variable will change, per standard Akhtar, & Sohu, 2019). So, educated respondents deviation increase in the predictor variable. The were selected for a competent evaluation of research. method was also used in previous studies (Iqbal, Every item of the questionnaire has been measured at Guohao, & Akhtar, 2017; Iqbal, Hongyun, Akhtar, five points as the Likert scale, and answers are ranked Ahmad, & Ankomah, 2020). Standardization of the as 1=strongly disagree, 2=disagree, 3=neutral, coefficient is usually done to answer the question of 4=agree, and 5=strongly agree. Akehurst et al. which of the independent variables has a more (Akehurst, Afonso, & Gonçalves, 2012), the three significant effect on the dependent variable in a most usable demographic variables like gender, age, multiple regression analysis, when the variables are and education for developing people equity has been measured in different units of measurements. The adopted. To estimate the only dependent variable, coefficients ignore the independent variable’s scale of Brand Reputation (BR) of these items adopted from units, which makes comparisons easy. R-squared is a Cowart and Goldsmith (2007) and Koca and Koc statistical measure of how close the data are to the (2016) of this measurement include nine items. For fitted regression line. It is also known as the the first independent variable (CT) (Bian & Forsythe, coefficient of determination, or the coefficient of 2012; Durmaz, Celik, & Oruç, 2011), four items have multiple determinations for multiple regressions. 0% been adopted from this study. To measure the (CP) indicates that the model explains none of the that is the second independent variable, seven items variability of the response data around its mean. have also been adopted (Cowart and Goldsmith These discussed values of arithmetic mean and (2007). Cronbach has explained reliability; the standard deviation regarding different variables are Cronbach’s alpha is known as an internal consistency there in Table 5 For Cultural Trends (CT, Mean = estimate of the reliability of test scores. While the 3.7312, Standard deviation = 0.76675), For table no. 3.5 describes the reliability analysis of the Consumer Perception (CP, Mean = 3.5764, Standard adopted instrument of this investigation conducted on deviation = 0.88102) For Brand Reputation (BR, the total sample size of n=200 actual respondents. Mean = 3.6796, Standard deviation = 0.52778). The Cronbach's alpha values of all three variables are still collected data represents that buyers of shopping equal or more than the standard value of 0.70. malls are agreed with the statement in the instrument Therefore, the applied scale of measurement is regarding all variables because the value of arithmetic reliable for its findings. And the overall Cronbach’s

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Table 5 Descriptive Statistics. H2. Consumer Perception is positively related to

Std. Brand Reputation Variables Mean Deviation The above tables show the regression analysis model; Gender 1.72 0.45 according to f-value 154.020 (p < 0.01), hypothesis Age 3.01 0.833 H2 is significant and positive. It represents the fitness Education 3.32 0.802 of the model. Other measures like R square = 0.441 Cultural Trend 3.7312 0.76675 mean that the independent variable Consumer Consumer Perception 3.5764 0.88102 Perception (CP) explains a 44.1% variation in the Brand Reputation 3.6796 0.52778 dependent variable “Brand Reputation” (BR). Results Table 6 Correlation Matrix. also explicate that ‘Consumer Perception’ (CP) has the positive impact on Brand Reputation (BR) Cultural Consumer Brand through standardize beta value (p < 0.01, β = .664). It Trend Perception Reputation Cultural shows that one unit increase in Consumer Perception 1 0.780** 0.577** Trend (CP) will bring a 66.4% increase in Brand Reputation Consumer (BR). The individual association of (CP) with (BR) is - 1 0.664** Perception (p < 0.01, t = 12.410) that is also very considerable. Brand - - 1 Based on these results of Regression Analysis, Reputation hypothesis H2 has been accepted. Results of this study established that Consumer Perception increases means very high, and indirectly, the standard Brand Reputation. deviation is very low. 4.1 Correlation Analysis 5. DISCUSSION AND CONCLUSION Franzblau (1985) elaborated some rules to describe This analysis will depict and upgrade learning about the correlation among variables of the investigation. the idea of fashion, which relies upon brand In the above table, it is indicated that positive and reputation because of cultural trends and high (p < .01, r = 0.780) correlation is there between investigation of consumer perception involve. The Consumer Perception (CP) and Cultural Trends (CT). research is based on a quantitative study in various Positive and moderate (p < .01, r = 0.577) correlation ranges of Punjab. The research is based on secondary is there between Brand Reputation (BR) and Cultural data. The exploratory research methodology will Trends (CT). Again, positive and good (p < .01, r = formulate the solution of problems in the more 0.664) correlation found High between Brand definitely and clear up ideas by distinguishing the Reputation (BR) and Consumer Perception (CP). needs of the study. Besides, the factual research is 4.2 Testing of Hypothesis applied to quantify the nature of research. Cultural Trends, Consumer Perception, and Brand Reputation H1. Cultural Trend is positively related to Brand are three primary hypotheses of the research. The Reputation reason for research is to recognize cultural values and The above Table 7 shows the Regression Analysis consumer preferences on brand reputation towards Model; according to the f-value of 97.081 (p < 0.01) clothing brands of Pakistan. An exploratory linear hypotheses, H1 is significant and positive. It method design with a convenient strategy is represents the fitness of the model. Other measures implemented. The result of this research procures an like R square = .332 mean that the dependent variable explanation for consumers’ interests and social ‘Brand Reputation’ BR explains a 33.2% variation in values. the independent variable “Cultural Trends” CT. Moreover, research objectives are defined to Results also explicate that ‘Cultural Trends’ CT has a extract the impact of cultural trends and consumer positive impact on “Brand Reputation” BR through perception on brand reputation and determine the standardizing beta value (p < 0.01, β = .577). It shows intensity of the brand reputation of emerging clothing that one unit increase in Cultural Trends (CT) will brands of Pakistan. According to survey research, the bring a 57.7% increase in “Brand Reputation” (BR). male and female share is 56 and 144, respectively. In The individual association of CT with BR is (p < 0.01, this investigation, 200 correspondents were chosen t =9.853), which is also very considerable. Based on with a percentage of 28.0% for male correspondents these results of Regression Analysis, hypothesis H1 and 72.0% for female correspondents. There are some has been accepted. Results of this study established issues behind the low participation rate of males that Cultural Trends increase Brand Reputation.

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Table 7 Results of Linear Regression Analysis of CT on BR.

R R Square Adjusted R Square F T Beta Sig. Model Summary 0.577 0.332 0.329 ANOVA 97.081 0 Coefficients 9.853 0.577 0 Predictors: (Constant), Cultural Trend Dependent Variable: Brand Reputation

Table 8 Results of Linear Regression Analysis of CP on BR.

R R Square Adjusted R Square F T Beta Sig. Model Summary 0.664 0.441 0.438 ANOVA 154.02 0 Coefficients 12.41 0.664 0 Predictors: (Constant), Consumer Perception Dependent Variable: Brand Reputation because, in Pakistan, females have more tendency evaluate, and useable. Similarly, the crux of this towards fashion as compare to males. Moreover, research thesis precisely interprets suggested goals majority of respondents are from the age group of 26- and results following the application in Brand 30 (n = 74, 67.0%) years and lowest response rate gets Reputation. Similarly, research questions are based from 15-20 years old (n = 4, 2.0%). Similarly, the on if cultural trends influence brand reputation, and if maximum number of correspondents is M.A (n = 103, consumer perception affects brand reputation. 51.5%), and a good number of them are B.A (n= 63, Regarding these objectives and questions, results are 31.5%), a few of them are F.A (n = 30, 15.0%). founded that Hypothesis H1 demonstrates that it is Therefore, 4 respondents are Matric (n = 6, 2.0%). approved that the first independent variable Cultural Every item of the questionnaire has been measured at Trends (CT) impacts on Brand Reputation (BR). five points on the Likert scale, and answers are ranked According to the results of the Regression Analysis as 1=Strongly Disagree, 2=Disagree, 3=Neutral, Model, F value of 97.081 (p < 0.01) hypothesis H1 is 4=Agree, and 5=Strongly Agree. Every link and significant and positive. It represents the Fitness of source has been mentioned above from where ever, the Model. In the same manner, according to results items have been adopted. Furthermore, the three most of the Regression Analysis Model, F value 154.020 usable demographic variables; Gender, Age, and (p < 0.01) hypothesis H2 (a) is significant and Education for developing regions, have been adopted. positive. It represents the fitness of the model. Given A pilot study is necessary to apply about data set of these impacts of regression analysis, hypothesis H1 around 50 employees to calibrate the reliability of the and hypothesis H2 has been approved. formulated instruments before the collection of complete data. Aggregately 50 questionnaires rather Conflict of Interest than sample size were circulated among respondents The authors declare no potential conflict of interest. in the shopping malls of Lahore and Faisalabad which were collected and analyzed later, to check the REFERENCES reliability of the instrument. The results supported the reliability of the applied instrument. The reliability Abdul Ghani, J. (2010). Maria B. Designs (Pvt.) Lt. Asian analysis of the adopted instrument of this Journal of Management Cases, 7(1), 89-102. investigation is conducted on the total sample size of Ahmed, R., & Siddiqui, K. (2013). Beauty Parlor Business in n=200 actual respondents. Cronbach's alpha values of Pakistan: Problems & Prospects. Asian Journal of Research in Marketing, 2(4), 55. all three variables are still equal or more than the Ajaz, S., Mehmood, B., Ali, Z., & Ashraf, S. F. (2014). Failure standard value of .70. Therefore, the applied scale of Of Business Graduates: Who Is To Blame?, measurement is reliable for its findings. Overall, Researchjournali’s Journal of Management 2(4), 2-7. Cronbach's Alpha of questionnaire is .87. The Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re‐ researcher used SPSS version 22 for the analysis of examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, collected data. This investigation has been used by 50(5), 972-988. different statistical tools to evaluate the above- Akhtar, Hongyun, T., Iqbal, S., & Ankomah, F. N. (2020). formulated hypothesis. Some tables are used, and a Impact of Need for Achievement on Entrepreneurial better description of data makes it easy to understand, Intentions; Mediating Role of Self-Efficacy. Journal of

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