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    Does Gen Z’s gender moderate the effect of celebrity–brand–audience congruence on purchase intent? A case study from Pakistan

    Does Gen Z’s gender moderate the effect of celebrity–brand–audience congruence on purchase intent? A case study from Pakistan by Arif, Abdur Rehman, Tat, Huam Hon, Hafeez, Muhammad, Rehman, Sana ur, Mat Saad, Norizan, Ahmad Nasir, Waqar

    Published 2026
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