Sheeraz, Muhammad; Qadeer, Faisal; Masood, Mirha; … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 12 (2018) 2, pp. 598-616
Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is … reconsider the role of product involvement in the association of self-congruence facets and emotional brand attachment … to be insignificant in presence of mediator. Furthermore, the effect of product involvement on emotional brand attachment …