Olungwe Okolo

Perceived Attractiveness and Hedonic Fashion Content as Drivers of Undergraduate Students’ Brand Attachment

This study explores the effects of Perceived Hedonic Content (PHC) and Perceived Attractiveness (PA) on Brand Attachment (BA) among students at Ignatius Ajuru University in Port Harcourt, Nigeria. A stratified sampling approach was utilized across the university’s fifty departments, resulting in a high response rate wi...