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

This study examines the impression of the congruence between celebrity and brand as well as their alignment with the target audience, and the likelihood of the Z Generation to purchase a product. The study also examines the moderation of gender of target audience. Using quota sampling, the study ana...

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Bibliographic Details

Main Authors:	Arif, Abdur Rehman, Tat, Huam Hon, Hafeez, Muhammad, Rehman, Sana ur, Mat Saad, Norizan, Ahmad Nasir, Waqar
Format:	Article
Published:	Routledge 2026
Subjects:	Business and International Management Marketing
Online Access:	http://psasir.upm.edu.my/id/eprint/123130/ https://www.tandfonline.com/doi/full/10.1080/13527266.2025.2610816
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