2022
DOI: 10.52131/pjhss.2022.1001.0181
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Factors Influencing Purchase Intentions towards Fashion Jewellery: An Exploratory Study

Abstract: This research aimed to explore factors influencing purchase intention towards fashion jewellery in Pakistan. Due to the dearth of research in this domain, an inductive research approach based on qualitative research methodology was adopted. Data was collected through semi-structured in-depth interviews and netnography. In-depth interviews were conducted with 30 consumers of fashion jewellery in the twin cities of Pakistan (i.e. Islamabad and Rawalpindi). Netnography was based on an analysis of online reviews a… Show more

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