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Arif, Abdur Rehman and Tat, Huam Hon and Hafeez, Muhammad and Rehman, Sana ur and Mat Saad, Norizan and Ahmad Nasir, Waqar (2026) Does Gen Z’s gender moderate the effect of celebrity–brand–audience congruence on purchase intent? A case study from Pakistan. Journal of Marketing Communications. ISSN 1352-7266; eISSN: 1466-4445

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