Sameeni, Maleeha Shahid; Qadeer, Faisal - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 9 (2015) 3, pp. 719-741
Creation of connections and memory nodes between the brand and self can encourage consumers to engage in relationship sustaining behaviors with the brand. Literature documents the phenomena of interest for rather simple behaviors i.e. purchase (actual or intentions); however, there is lack of...