Can I read IJMRES Vol 16 Issue 1 2026 906 on EtoBox?

IJMRES Vol 16 Issue 1 2026 906 by International Journal of Management Research and Emerging Sciences is a document available to read on EtoBox.

What is IJMRES Vol 16 Issue 1 2026 906 about?

This study examines the effects of consumer brand identification (CBI) on brand trust (BT) and customer brand engagement (CBE), and how these factors influence purchase intention (PI) for fashion apparel brands in Pakistan. The research indicates that while CBI does not directly impact PI, it significantly affects BT and CBE, which in turn mediate the relationship between CBI and PI. The findings suggest that marketers should focus on enhancing customer engagement through personalized marketing strategies t

Author

International Journal of Management Research and Emerging Sciences

Language

EN