Mehreen Riaz; Iftikhar Ali; Sadia Butt; Tayyaba Ashraf; Natasha Zahid. Moderating Effect of Self-Brand Congruity on Purchase Intention of Luxury Brands. JGST 2026, 2 (11), 110-127. https://doi.org/10.71317/jgst.2.11.2026.956.