Sameeni, Maleeha Shahid; Qadeer, Faisal - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 9 (2015) 3, pp. 719-741
behaviors (CIPDB) through brand-self connection and brand prominence independently. This paper investigates direct impact of … brand-self connection and brand prominence on CIPDB. It also investigates the moderation of relationship length in these two … direct relationships and moderation of brand prominence in the selfconnection- CIPDB relationship. The study uses two …