Alam, D., Quddoos , M. U., Khan , S. K., & Hameed , M. M. (2026). Investigating The Role of Tangible Attributes of Smartphones in Developing Brand Association Among University Students - Emerging Trends in an Emerging Economy. Journal of Business Insight and Innovation, 5(6), 210–220. https://doi.org/10.63544/jbii.v5i6.146