RASHID, Ifra; ASIM, Khadija; FAROOQI, Yasir Aftab; ANJUM, Sheraz; BUGVI, Farwa. Beyond Emotional Appeal: How Brand Attitude and Consumer Involvement Shape Purchase Intention. Journal of Business Insight and Innovation, [S. l.], v. 5, n. 6, p. 296–311, 2026. DOI: 10.63544/jbii.v5i6.160. Disponível em: https://insightfuljournals.com/index.php/JBII/article/view/160. Acesso em: 5 oct. 2026.