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 consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...