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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

A. Faisul Arif et al.

Journal of Marketing Communications2026https://doi.org/10.1080/13527266.2025.2610816article
AJG 1ABDC B
Weight
0.50

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https://doi.org/https://doi.org/10.1080/13527266.2025.2610816

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@article{a.2026,
  title        = {{Does Gen Z’s gender moderate the effect of celebrity–brand–audience congruence on purchase intent? A case study from Pakistan}},
  author       = {A. Faisul Arif et al.},
  journal      = {Journal of Marketing Communications},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1080/13527266.2025.2610816},
}

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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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.