Mirha Masood

Cromwell UK International Education

United Arab Emirates

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Scholarly Papers (1)

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Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type

Pakistan Journal of Commerce and Social Sciences, 2018, Vol. 12 (2), 598-616
Number of pages: 19 Posted: 03 Oct 2018 Last Revised: 12 Jul 2019
Air University Islamabad, The University of Lahore, Cromwell UK International Education and Aix-Marseille University - CERIC
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Abstract:

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Actual Self-Congruence, Ideal Self-Congruence, Product Involvement, Emotional Brand Attachment, Hedonic Brands, Utilitarian Brands, Pakistani Consumers