Sarmad, Imran; Imtiaz, Muhammad Ahsin; Bukhari, Syed … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 18 (2024) 1, pp. 40-61
The current study looks at the relationships in the Pakistani smartphone market between brand experience, brand love, and brand loyalty. In addition, we also study brand trust's moderating effect. The data was collected from 300 Pakistani smartphone users. Structural equation modelling (SEM) and...