ELEVATING CONSUMER'S AFFECTION HEADED FOR BRAND

This study examines how consumers develop an attachment to a brand based on its perceived genuineness and how this attachment influences their purchase intentions and compulsive buying behavior. The study was conducted using a purposive sampling approach and self-headed survey applications filled by 115 individuals in Karachi, Pakistan. The study found that materialism is positively associated with impulsive purchasing and brand attachment, and strongly influences obsessive-compulsive buying. Brand attachment has a significant relationship with compulsive buying, consumer outcomes, and social networking sites and affects consumer behavior. Customer engagement also has a significant relationship with obsessive-compulsive buying, brand loyalty, and customer trust and shows the multiple outcomes of brand attachment. The study also found that there is a strong link between utilitarian value and compulsive purchase. The research model used brand attachment and customer trust as mediating variables. However, the study has limitations such as a limited sample size due to the COVID-19 situation and the use of convenience sampling. Future studies should consider using larger sample sizes, additional variables, and moderators in the research model to achieve more accurate results. Overall, this research emphasizes the critical role of brand attachment and customer trust as mediators in impulsive and obsessive-compulsive purchase behaviors and provides a holistic understanding of the interconnections between consumer behavior, brand attachment, customer trust, and other variables.


Introduction
Consumers are constantly on the search for genuine items from their favorite brands. Customer engagement is articulated as "a customer's subjective connotation to a brand as evidenced in perceptive, emotive, and behavioral acts separate of the purchase circumstance" (So et al., 2014, pp. 310-311;Li, Teng, and Chen, 2020). Brand value is quite important within the market and the possible scenarios as a mediator. The connection between consumers and brands is measured by brand attachment (Hwang & Lee, 2019;Li, Teng, & Chen, 2020). In terms of branded clothes, brand attachment (Dwivedi et al., 2019) is fashioned as a mediator within the interpreters or liberated factors and compulsive purchasing (which is understood as obsessive-compulsive and impulsive buying) (Lim, Cheah, cham, Ting, & Memon 2020). Employing brand attachment as a potential facilitator elucidates the extent to

Literature Review
Materialism and Obsessive Behavior (Impulsive and Obsessive Buying Behavior) In the eyes of scholars and policymakers, materialism and CB research have risen in popularity as it has been shown that both affect buyer well-being and behavior (Roberts et al., 2003). Spending over one's necessities and means is CB (Mittal et al., 2008). Moreover, it has been designated a mental state when an individual loses purchase control. Decisions develop an uncontrollable need to overspend to relieve emotional distress despite negative repercussions (Dittmar, 2004). When compared to others, "those who accept materialistic ideals are narrated to have higher monetary anxieties and a stronger inclination toward CB" (Gararsdóttir and Dittmar, 2012, p. 471). Materialists, according to Belk (1995), are consumed with paying and feel envy of people who have more stuff, a claim backed up by Watson (2003). As a result, both consuming and private goods are related to each other, and this connection gradually communicates their social seniority and, therefore, boosts their satisfaction. The primary reason for CB behavior is today's consumer society, which celebrates materialism ( Belk, 1985). It is also said that materialism will drive people's purchasing behavior to boost personal self-esteem and fulfill their wants. As a result, materialists with CCs are more prone to display CB, regardless of their wealth. Gupta (2011) describes Indian customers as having strong materialistic inclinations, influencing their preference for multinational brands (Khare et al., 2012). In most research, materialism has been identified as a status in youth (Rindfleisch, Burroughs, & Denton, 1997 ;Baker et al., 2013b;Richens & Chaplin, 2015). Socialization perspective and the psychological viewpoint are the two most common approaches to the occurrence of materialistic values (Kasser, Ryan, Couchman, & Kennon, 2004;Moschis, 2007a). The possession and purchase of cloth things to reach life objectives or desired states is materialism (Richins and Dawson, 1992). Materialism has piqued the attention of consumer psychology and marketing academics over the years, owing to its substantial impact on consumer behavior (Ismail et al., 2018;Moschis, 2017). Materialistic values things above everything else, but they also seek external fulfillment by possessing more stuff, mainly branded goods, than anyone else (Dittmar et al., 1996). As a result, ISSN (Print): 2790-7848, ISSN (Online): 2790-7856 Volume 2, Issue 1, Page 73-113, June 30, 2022 materialism has been linked to high engagement in fashion buying and privilege consumption (Hudders and Pandelaere, 2012 ; Kamal et al., 2013 ;Dev et al., 2018). As a result, materialism is probable to influence compulsive purchasing (both impulsive and obsessive-compulsive). Individuals who immensely value materials are expected to acquire diverse items to amplify and demonstrate their social outlook, rank, and supremacy. They are more prone to think impulsive purchases are a good idea (Tatzel, 2002) since such items make them ecstatic, and impulsively acquired products express self-identity (Featherstone, 1991;Dittmar et al., 1995). Impulsive expenditure is linked to materialism and is anticipated to be influenced by a consumer's contingent scenarios (Vohs and Faber, 2007) or temporary position (Rook and Fisher, 1995). (Richins and Dawson, 1992). Pleasure-seeking impulsive consumers prefer the immediate delight (utility) of an impulsive buying over the disutility of the long-time duration consequences (Ramanathan and Menon, Ubel, 2009). As a result, it has been assumed that extremely materialistic have a "buy now, pay later" mentality when it comes to impulsive purchases to sustain their status and pursue hedonic aspirations. Furthermore, Materialism and IB are both influenced by cultural and economic factors (Pradipto et al., 2016;Kassim et al., 2016) The subsequent hypotheses are proposed based on the mentioned literature.
• Obsessive-compulsive purchasing is positively influenced by materialism.
• Materialism has a favorable impact on impulsive purchases.

Hedonic, Utilitarian values and Compulsive Buying Behavior (Impulsive and Obsessive Buying Behavior)
Those with greater hedonic values cannot be happy with functional parts or utilitarian purchasing behaviors, but they may be satisfied with joyful and pleasurable ones (Wang et al., 2000). Enjoyment, inventiveness, fun, and pleasure are connected with hedonic values. (Holbrook and Hirschman, 1982;Batra and Ahtola, 1991;. Individuals who possess extreme hedonic values, such as today's consumers, would rather spend their additional cash meeting the ever-increasing new purchase desires (Campbell, 1987). P (1992), An individual with hedonic value seeks joyfulness, and it is vital to set aside a reasonable amount of time for oneself (Caprara et al., 2006). Hedonic value has drawn the attention of numerous scholars since, During the buying process in a consumer society, it is assumed that individuals perceive pleasure and satisfaction as higher practical benefits of fabric things. Its correlations with various aspects are explored, including utilitarian ideals, brand awareness, receptiveness to promotion stimuli, novelty-seeking, and foreign brand investigated.
Consumers enjoy different kinds of rewards, i.e., utilitarian and hedonic benefits. Hedonic consumers are satisfied with emotional and hedonic qualities such as appearance, design, and before quality and price, while utilitarian purchasers are satisfied with the utilitarian worth of goods. (Wang et al., 2000). Hedonic shoppers are also considered to be innovation and diversity seekers. They have a proclivity to be the first to introduce new ideas (Leawitt and Walton, 1975). According to the study (Wang et al., 2000), Customers with greater hedonic values are more aware of marketing impacts while purchasing products and are more brand-oriented, which could mean they are more loyal to their favorite brands and concerned with the symbolic value of the product. According to , almost all purchase behaviors mix utilitarian and hedonic qualities. However, in recent years, normal shopping behavior of product ownership has been insufficient to explain purchasing patterns. According to studies, hedonic values no longer play the most crucial function. On the other hand, plaza managers strive to make their establishments more exciting, filled with joy and delight for customers. Compulsive purchasers, who buy items with an irrepressible drive and do so repeatedly, are also likely to be the most impacted by these pleasurable and entertaining buying experiences that might activate hedonic values.
The total value of a shopper's shopping experience is defined as the sum of their purchase behavior. However, the amalgamation of hedonic and utilitarian considerations the consumers purchasing values are derived . According to previous research, utilitarian value is a mission-driven activity (Batra and Ahtola, 1991;Babin and Darden, 1996). Customers who embrace utilitarian ideals are often task-oriented during the purchasing process (Machleit and Eroglu, 2000). On the contrary, hedonic values are a personal and individual activity (Yang and Lee, 2010). Hedonic customers expect a customized experience and search for enjoyment or eagerness throughout the shopping Ladhariet al., 2017). When customers enjoy themselves while shopping, they are more likely to make unexpected purchases (Horvath and Adguzel, 2018).
As a result, customers who purchase hedonic and utilitarian values have more obsessive purchasing behavior. The delineated hypotheses are put forth: • Utilitarian value has a beneficial influence on impulsive purchases.
• Hedonic value influences impulsive purchases in a good way.
• Obsessive-compulsive purchasing is influenced by utilitarian value.
• Obsessive-compulsive purchasing is influenced by hedonic value.

Mediating Role of Brand Name Attachment towards Hedonic, Materialism and Utilitarian Value
Materialism and compulsive shopping are linked (Reeves et al., 2012 ;Moschis, 2017). Materialism has been shown to influence compulsive purchasing and be a significant indicator of compulsive shopping (Yurchisin and Johnson, 2004 ;Dittmar, 2005;Ridgway et al., 2008). As a result, it offers a theoretical foundation for suggesting that brand attachment may moderate the link between materialism and obsessive behavior.
Conclusively, the following hypotheses are proposed: • The affiliation amid the materialism and impulsive buying is mediated by brand attachment.
• Materialism and obsessive-compulsive shopping are tied by brand affinity. ISSN  The association also mediates brand attachment between buyers' compulsive consumption behavior and purchasing values, such as hedonic and utilitarian. Consumers who observe a great intensity of utilitarian value during the purchasing process are more prone to engage in buying behavior (i.e., impulsive and obsessivecompulsive buying) due to their drive to get more value from their purchase (Kandampully et al., 2015). As a result, brand loyalty may help to facilitate the association amid utilitarian value and compulsive purchase. Horvath and Adguzel (2018) claimed that hedonic consumers have a solid inclination to shop excessively because they utilize their extra cash to satisfy their purchasing needs. Purchasers with the incredible intensity of utilitarian value are more certainly enticed by marketing, culminating in uncontrollable purchasing, according to Wang et al. (2000).
Similarly, Kukar-Kinney et al. (2016) discovered a connection between hedonic value and compulsive purchasing. These data demonstrate that the vigorous the brand relationship, the elevated the hedonic value and compulsive purchase linkage. However, it is unclear how much brand connection influences utilitarian and hedonic values and compulsive apparel shopping.
The following hypotheses are constructed to assay the mediation effect: • Brand attachment mediates the relationship amid utilitarian value and impulsive purchase.
• The relationship of utilitarian value and compulsive purchase is mediated by brand attachment.
Self-Congruity (Actual& Ideal Self-Congruity) and Compulsive Buying Behavior American Psychiatric Association, (2013, p. 234) corroborates compulsive behavior as "repetitive and deliberate" acts carried out "under particular norms or in a fairly stereotyped manner." Compulsive behavior is described in the marketing environment because excessive, uncontrollable, and predictable purchase habits exist among customers . According to Faber and O'Guinn (1988), compulsive buying is linked to consumers' immediate desire in their purchasing behavior, which is at odds with their genuine want. To clarify, the forms of compulsive purchasing patterns are two: impulsive and obsessive (Ridgway et al., 2008). When a customer feels compelled to purchase something unexpectedly, impulse purchasing occurs (Fenton-O'Creevy et al., 2018). Impulsive purchasing is also known as a hasty choice since impulsive shoppers are highly anticipated to make unexpected and superficial purchases (Jones et al., 2003). Contrarily, Obsessive-compulsive purchasing is acknowledged as an emotional impulse to buy, followed by a buying preoccupation and recurring purchases to alleviate stress. (Ridgway et al., 2008).
The extent of consistency between a consumer's personality and the selfconcept of a brand is notorious as self-congruence (Aaker, 1999;Sergey, 1982). Selfcongruity towards brands may represent cognitive consistency theory, in which customers strive for consistency in their ideas and behaviors (Festinger, 1957), and it is often cited as a significant driver of consumer behaviors (Huber et al., 2018). According to self-congruence theory, each consumer preserves two types of self-congruence: real and ideal oneself (Scales and Bettman, 2003;Molar et al., 2011). Selfcongruence corresponds to the notion of self-motivation, in which consumers act consistently in support of their views (Lecky, 1945).
Consumers prioritize brands that reflect their personality (Liu et al., 2012;Roy and Rabbanee, 2015). Self-congruity influences both pre-and post-purchase activity. Since it is a term that refers to a connection amid a self-concept perspective and a brand (Sirgy, 1985(Sirgy, , 2018, brand congruency with the exceptional and ideal selves has been the topic of studies relating self-congruity to pro-brand behavior that is comparable to this one, but the social self has not been studied. Consumers may pick one or even both the specific and ideal selves while engaging in pro-brand SNS behaviors. "Most individuals modify their portrayed self in some motivated manner," they say (Hollenbeck and Kaikati, 2012, p. 403). They discovered situations when such social and self orientations were at odds based on qualitative findings. Ideal self-congruity cared-for promote pro-brand behaviors or links with a brand did not emerge while congruity orientations were in opposition in their research. When there is internal strife, refusing to associate with a brand may be a way to avoid controversy. As a result, when correlations of factual and idealized self-congruity and subsequent conduct were discovered, the outcomes were good  found. Brand attachment is not treated as a distinct, mediating entity by Hollenbeck and Kaikati (2012). They also do not take social self-congruity into account.
Consumers' emotional connection to a brand has been successfully developed using the notion of self-congruence (Japura et al., 2017 ;Huber et al., 2018). In a study of 600 automobile owners, it has been discovered that quick self-verification (real selfcongruence) and self-enhancement goals considerably boost consumers' bonding with their car brand (ideal self-congruence) (Kressmann et al., 2006). According to this study, self-congruence (i.e., the natural and inclined self) may positively influence customers' attachment to branded apparel. Consequently, it is being speculated that any threefold self-congruity tendencies with a brand (ideal, inclined or interpersonal) may positively influence affection to the focal brand. As a result, the following hypotheses are formed: • Self-congruence has a beneficial impact on Impulsive Purchasing.
• Obsessive-Compulsive Buying responds well to self-congruence.

The mediating role of brand Attachment towards Self Congruence
According to earlier research, brand attachment mediates the association amid self (i.e., the actual and inclined oneself) and impulsive purchasing activity (Japutra et al., 2017(Japutra et al., , 2018. According to studies, having a solid brand connection increases the probability of purchasing, leading to compulsive purchasing (Horvath and Birgelen, 2015;Kaufmann et al., 2016). Brand connection helps customers generate self-authentication (actual self) and self-inclination incentives (ideal self) (Escalas and Bettman, 2003). This suggests that customers who have a strong emotional relationship to a brand that matches their real or inclined personality  seem to be more likely to make impulsive purchases (Kessous et al., 2015). The previous study has demonstrated that self-congruence indirectly influences consumer behavior (Nam et al., 2011;Roy and Rabbanee, 2015). Consequently, in the context of branded clothing, the link amid self-congruence (i.e., the authentic and desired self) and compulsive ISSN (Print): 2790-7848, ISSN (Online): 2790-7856 Volume 2, Issue 1, Page 73-113, June 30, 2022 shopping habits (i.e., obsessive-compulsive and impulse buying) is mediated by brand attachment.
As a consequence, the following options have been suggested: • The amid connotations of self-congruence and impulsive purchase are mediated by brand attachment.
• Brand attachment mediates the association between self and compulsive purchasing.

Effects of brand Attachment on Social Networking Behavior (like, share, comment)
Checking out a company's Facebook page, for example, is a powerful indicator of brand fame and has proven to improve sales and commitment (Hennig-Thurau et al., 2015;Kumar et al., 2016;Swain et al., 2017). Swani and Milne (2017) present a digital communication model that recognizes that customers engage in word-of-mouth for a number of reasons (Lovett et al., 2013). When a consumer "loves" a product on Facebook, the page's likes expand, which has proven to boost revenue (Lee et al., 2015). Consumers may even "circulate" the followed brand with their friends and family by publishing photos or tales that include the brand (Belk, 2014;Kabadayi and Price, 2014). Customers may also "respond" on a product's Facebook page, accessible to their friends and anybody who visits the website (Kabadayi and Price, 2014). All of these are available to a tiny circle of acquaintances on the sender's timeline. Actions like; commenting, like, and sharing are used to gauge the involvement of consumers (van Doorn et al., 2010 ;Gummerus et al., 2012). Users may feel like they are part of a broader community after connecting with a digital presence via acts like these (Zhou et al., 2012). When a customer develops a deep emotional tie to a brand or service, he or she has anticipated to encourage it via ostentatious demonstrations and endorsements (Elbedweihy et al., 2016;Park et al., 2010;Thomson et al., 2005;Zhou et al., 2012). Positive consumer outcomes have been associated with brand attachment, including higher intention to buy, readiness to pay a higher price, and eagerness to advocate the brand to their network (Thomson et al., 2005 ;Jiménez and Voss, 2014). However, Japutra et al. (2017Japutra et al. ( , 2018 revealed that brand loyalty negatively. It is proposed as follows: • On social media, brand attachment positively impacts sharing and commenting.

Motivation (hedonic, utilitarian, social) and Brand Attachment
Although brand positioning has been a top focus for marketers for some years, there has been little study on the impact of mobile engagement on customer views of brands. Consumers are increasingly reliant on portable devices for day-to-day tasks, and indeed the content they acquire on these gadgets directly influences their attitudes (Choi, 2018). BMAs, in which a brand owner distributes an application that performs on people's accounts, has become a more tangible way for consumers and companies to communicate (Peng et al., 2014). Consumers use mobile computing for a number of reasons, and they choose, adopt, and stay to use mobile apps for a number of reasons as well. Some portable device actions are activity or utilitarian, while others are hedonistic or done just for enjoyment (Furner et al., 2015). Despite adopting the gratification and purposes paradigms, social motivations have gotten less attention in the BMA environment (Alnawas and Aburub, 2016) to investigate hedonic and utilitarian incentives.
Utilitarian incentives emphasize solving problems and everyday requirements. The technology acceptance model had onboarded in information systems research, states that willingness to use technology based on opinions regarding effectiveness and perceived usefulness (Davis, 1989). Utilitarian incentives may influence active learning (Gerlich et al., 2015). The present investigation, which intends that utilitarian encouragement for user activity will augment feelings and thoughts of name bond formation via a preferable emotional outburst to anticipation, is coherent with preceding findings which has reported a significant connotation amid utilitarian motivations like control, simplicity, time savings, reliability, and trying to avoid having to converse with sellers or service personnel and brand attachment (Li and Fang,2019). For instance, data from an extensive study of consumers who had bought a functional item (e.g., a battery of car) found that when buyers' assessments of the product's functional capabilities are positive, they experience stronger brand connection (Belaid and Behi, 2011). Consumers with utilitarian goals find value when their demands are met without any nuisance. Consequently, sentiments of work efficiency and usefulness have improved the influence of important decisions. If consumers' utilitarian objectives and their expectations for value are satisfied, they will yield a more favorable brand image, including emotions of devotion, investment, and readiness to make sacrifices, all of which are part of brand attachment.
Hedonic consumers pursue pleasure, fulfillment, or escape from boredom or anxiety (Hirschman and Holbrook, 1982). Joji and Ashwin (2012) claim that Hedonic value perceptions aim to act as an intermediary in their experience of self by reducing self-attributions. They employ hedonic value to mediate between personality (the consumer's impression of congruence amid their own identity and the imagined brand) and emotional brand connection. Consumers' logical appraisal of a product's attributes that fit a specific demand is impeded when hedonic impulses influence purchasing, partly because the price/performance trade-off is not as stringent or fair as when utilitarian motives drive purchases (Zinko et al., 2020). Customers are more likely to be pleased under these situations than to do a complete examination of the benefits and drawbacks of different things (Schwartz et al., 2002). Therefore, hedonic value-driven purchases are primarily based on feelings and a subjective evaluation of the preferences. According to a study, hedonic motivations for inducting and using BMAs seek self-status, including satisfaction and the pursuit of happiness (Lin et al., 2014). Because brand attachment is powered by passion and pleasure, which are the main drivers of hedonic motivation, The study expect determination to greatly influence brand attachment when the objective is hedonic rather than utilitarian.
So, The study expect greater brand attachment to be associated with greater levels of hedonic drive. A mindset that originates an activity to influence the state of another person is referred to as social motivation (Batson, 1996). Interaction with material or other users is a characteristic of social-centric BMAs. User-generated content creation, labeling, sharing, rating interactions (Zhao and Balagué, 2015). Conformity motivation is one kind of social drive, and it may be defined as a "desire to stand out from the crowd by owning and using things and brands" (Labrecque et al.,2011, p. 458). As a result, conforming and social influence may impact customers' interactions with companies and, as a result, their purchasing choices (Bearden et al., 1989). The urge to connect socially with a brand, defined as the consumer's perception of establishing personal and intimate contact with a screen personality (i.e., a brand), is considered a social motive to use a BMA (Garlic et al., 2015;Labrecque, 2014). Social touch is employed in most BMAs to communicate brand messaging and build and maintain connections (Horton and Richard Wohl, 1956;Zhao and Balagué, 2015) although it typically only provides onesided communication (as of after brand to client). Social-centric mobile applications are designed to "enhance the feeling of intimacy with clients, Boost brand involvement by cultivating a loyal client base, or encourage consumers to share positive company portrayals with their social networks" (Zhao & Balagué, 2015, p. 309). As a result, The study came to the following conclusion: • Brand Attachment and Motivation are associated in a significant manner.

Brand Attachment's Outcome (Continues Intention, Purchase Intention, WOM)
Researchers in mobile computing have better knowledge of the elements that influence consumers' future intentions to utilize mobile apps. According to evidence, around 62 percent of BMAs are removed by consumers within a short amount of time after being downloaded (Nielsen, 2011). Furthermore, the typical Smartphone has forty applications, yet merely 16 of them are used on an average level (Urban and Sultan, 2015). BMA developers place a premium on user retention and desire to return (Husson et al., 2013). Several scholars have looked at the factors that influence BMA continuation intentions. Racherla et al. (2012) looked into the multilayered chains of verdicts that customers demand when engaging with BMAs, emphasizing the role of an individual, widget, and task requirements in effecting behavioral intention, preconceptions of interactivity, and eventually purchase decision, WOM, trust, and alacrity to spend for the apps.
Others look to the brand-consumer connection to explain why people want to keep doing what they are doing. Fang (2017) looked at consumer-brand contact in client-server apps and discovered evidence for the liaison in consumer-brand interactions. And continuation intentions, but not so much for repurchase decisions. For users of the My Starbucks app, satisfaction and connection to a BMA have been linked to a desire to keep using it (Li and Fang, 2019). According to these researchers, consumers' prior experiences with just an application (in some instances, views of utility, in others, pleasure or engagement) impact their desire to keep using it. In addition, In several contexts, including banks, the link with brand attachment to retaining intention has been shown (Levy and Hino, 2016), e-commerce (Rezaei and Valaei, 2017), and mobile computing (Li and Fang, 2019;Hew et al., 2017). The study predict that the sentiments of love, intimacy, and keenness, which comprise brand attachment, induce satisfaction and lead consumers to continue using the BMA, based on these results.
A consumer's stated desire to acquire a good or service is reflected in their purchase intention (King et al., 2014). In traditional commerce, purchasing intent has been studied extensively (Chang and Wildt, 1994), and in e-commerce (Furner et al., 2014), buy intention in a highly mobile computing scenario has received comparatively less attention. Yu-jen Su (2009) looked at several factors that influence online buy intent, defined as the willingness to make a transaction using a mobile device. They discovered that various factors influenced mobile shopping intention, such as mobile conceptions of ease of use, anxiety, usefulness, and self-efficacy. The study believe that this link maintains in a highly mobile setting because Kaufmann et al. (2016) discovered that brand attachment increases the likelihood of purchasing branded th. In specific research, in-app purchase intention was combined with continued intention to indicate BMA customer loyalty (Fang, 2019;Tseng and Lee, 2018). The study predict that customers who have encountered brand affiliation will trust the firm and wish to remain with it, based on studies establishing the relationship with brand adherence and get intent and the latest m-commerce research on in-app purchase decisions. Customers are expected to overcome buying barriers as their trust levels improve, while a desire to support the brand will enhance interest to purchase branded goods.
Consumers want to reduce their confusion about product durability and quality, in addition to getting their demands addressed by items. WOM is one way to reduce uncertainty in a highly competitive buying environment, with the aspiration of learning a lot about the product's or service's effectiveness. WOM information is frequently more valuable and relied upon by potential customers than brand marketing (Chung and Darke, 2006). Numerous surveys have examined the impact of experience elements on fulfillment, and quality perceptions are among the most crucial WOM intents. They are commonly mentioned across various goods and services categories (Anderson, 1998;Maxham, 2001;Wirtz and Chew, 2002). During a BMA setting, Keller (2007) related WOM to brand features, while Verkijika and De Wet (2019) accommodate WOM to ease of use and good feelings. The study believe that brand connection, particularly commitment feelings, will actuate BMA consumers to tell people about their excellent BMA experiences and online surveys, based on research in conventional commerce that has established evidence for brand attachment and WOM affiliation. Because attachment is a component of commitment, Harrison-Walker (2001) observed that persons who feel more committed are more successful at transmitting positive WOM.

Customer Engagement and Brand Loyalty
According to social exchange theory, customer engagement entails reciprocal interactions between consumers and categories of customers (Hollebeek, 2011). Customer engagement is distinct from participation and involvement in that it entails purchasers' interaction and understanding with a particular brand (Brodie et al., 2013). These emotive encounters are not just purchased exchanges (Van Doorn et al., 2010) or traditional transactions (Wei et al., 2013); they help consumers become brand ambassadors.
In tourism research, consumer involvement has been positioned as an intricated variable. (Harrigan et al., 2017), Nevertheless, there are no uniform customer engagement dimensions or measurement methods (Hollebeek, 2011;Zhang et al., 2018). There are five sub-dimensions of consumer participation in the tourism realm, according to So et al., (2014), identification, attentiveness, interaction, absorption, and vigor. Harrigan et al. (2017)  three-dimensional consumer engagement scale: identification, interaction and absorption. Identification is the intensity to which customers believe themselves related to a brand. Absorption is a pleasurable situation in which a client enthusiastically concentrates on becoming associated with a brand. Consumers engage in online and physical brand activities and contact other customers beyond the purchase transaction, which is referred to as interaction. The study use Harrigan et al., (2017)'s understanding of those aspects in this investigation. Customer engagement in this research refers to regular interactions between consumers and customers' cognitive (e.g., absorption), affective (e.g., identification), and behavioral (e.g., engagement) commitment to the tourist social media brand is increased. Buyers loyal to a brand have good feelings about it and are more inclined to purchase that so often (Fullerton, 2003). The viability and accomplishment of marketing plans and research are dependent on brand loyalty (Chaudhuri& Holbrook, 2001). Brand loyalty comprises two parts: behavior and attitude (Jacoby &Kyner, 1973). Behavioral loyalty refers to a customer's willingness to buy a product repeatedly. Cosso-Silva et al., (2015) define attitude loyalty as a customer's favorable attitude toward a brand. Consumers with a high degree of attitude loyalty are more inclined to advise that particular branded items to their networks and relatives. Customers loyal to a brand have a deep bond with it and are more inclined to repurchase (Kandampully, Zhang, & Bilgihan, 2015;Eri&Pranievi, 2018). They also become brand evangelists and advocates. In the tourist business, loyalty with brands is also critical for increasing a firm's market percentage and long-term viability (Yoo&Bai, 2012). As a result, many marketers devise and execute loyalty programs to attract new consumers and keep current ones. Consumer faithfulness is critical for the growth of a brand and long-term success. The previous study has looked at the impact of consumer interaction on brand loyalty. Consumers who participate in brand communities on social media are more likely to sense highly valued (Brodie et al., 2013). Customers who are engaged are devoted to the tourist brand, according to So et al. (2016a). Consumers with a high degree of involvement, according to Dwivedi (2015), elicit significant tourism brand loyalty. Customer involvement may now be a good motivator of brand loyalty (Harrigan et al., 2017). The research, as mentioned earlier, either looked at the link between consumer involvement and brand loyalty (Harrigan et al., 2017;So et al., 2016a) or employed descriptive design (Brodie et al., 2013 ;Harrigan et al., 2017). However, just one quantitative research method (Harrigan et al., 2017) has looked at the consumer engagement-brand loyalty link in the tourist social media sector, implying that future research may look at this in other countries.
As a consequence, this research tries to fill a knowledge gap and proposes the following hypothesis: • Customers who engage with tourism businesses on social networks are more loyal.

Consumer Behavior and Brand Authenticity
When a brand is viewed as genuine, customers take the effort to form personal networks (Bagozzi&Dholakia, -2006;-Schouten &McAlexander, 1995). Authentic companies, without a doubt, capture customers' needs. They do it in such a way that they connect customers and form a social network. Without the affirmation of others, it is impossible to target particular customers for identity formation. These onscreen societies promote the concept that they are focused on the brand and are trying to settle the numerous beliefs and desires that unite real brand owners (Leigh et al., 2006). Previous researchers developed the notion of branded societies to highlight the existence of various brand branches and categories, brand heritage, and various communities for varied purposes, that are eventually evolved into offline and online private label societies (Muiz&O'Guinn, 2001;Muiz&Schau, 2005), such societies portraying the brand amid a tiny class (Muiz&O'Guinn, 2001;Muiz&Schau, 2005), such societies portraying the brand within a tiny group (Bagozzi&Dholakia, 2006), online forums supported by a good network (Adjei, 2006), and communities portraying the brand within a small group (Schouten, McAlexander, & Koenig, 2007). Johnson, Thomson, and Jeffrey (2015) elaborated that a long-time magnitude appraises the customers' desire to join the community. Even customers who have gotten devoted to a brand are becoming more brand vocal, implying that purchasers begin to influence others based on their most recent engagement with the brand or what they have learned within certain brand societies.
On the contrary, this concentrated behavior encourages customers to find avenues in reaching out to the company to spend more. Prior study has demonstrated that brand authenticity positively promotes brand reactions (Napoli et al., 2014;Morhart et al., 2015), reflecting the inspiring value contributed to authenticity. Brands that seem to have a genuine image have a greater symbolic and emotional affinity. Orth, Limon, and Rose (2010) linked emotional responses to the brand attachment. In contrast, Park et al. (2006) interconnected it to self-connections, or an individual's prior knowledge and long-term aspirations, which are tried to cash by the company in return for customers' well before bond formation (Joy & Dholakia, 1991;Oswald, 1999) or marketability handed down from one's peers (Moore-Shay & Lutz, 1998;Oswald, 1999). Mikulincer et al., (2001) found a link between customer self-concept and the decision to connect with a brand. According to academics Park et al. (2006) and , brand attachment is the product of organizations' self-validation of customers. Carlston (1992) observed that the amount of connections people have with a brand is highly related to their emotional commitment to the brand, another indicator of trust. This shows that a client's emotional connection to a brand is stimulus by their level of trust (Mikulincer, 1998). Consumers are also driven by a sense of trustworthiness (Park et al., 2006). Trust built on a company's dedication to excellence and integrity also helps it identify itself as real, improving brand attachment. According to Rempel et al. (2001), these expectations instill in consumers the belief that the brand would remain customer-focused in every possible circumstance of apparent ambiguity. Ballantyne et al. (2006), Holt (2002, and Stark (2002) employed cultural, positive value, and uniqueness to characterize authenticity in their studies. Uniqueness, historical linkages, cultural foundation, antiquities as from manufacturing, authority, lineage, and legacy, relationship with the area, aesthetic standards, method of production, and proof and truth are some of the other elements taken into consideration by authenticity (Beverland, 2006;Groves, 2001). According to Beverland and Farrelly (2010), brand authenticity is based on individual assessments of specific authenticity factors rather than the brand's core characteristics. Bruhn et al. (2012) used the four constructs of continuity, dependability, naturalness, and originality to assess brand authenticity. These structures are developed and expanded upon throughout our research.

Brand Attachment's Mediating Role
Customers are emotionally tied to a brand or product (Jahn, Gaus, &Kiessling, 2012), which includes brand-self association and brand significance (Park et al., 2010), indicates that they are emotionally attracted to a brand (Veloutsou, 2015 ;Loureiro, Sarmento, & Le Bellego, 2017). Individuals who have a cognitive and emotional connection to a brand have a brand-self relationship (Escalas&Bettman, 2003). The strength of the link between the brand and, as a result, the customer are the signs for brand status (Parket al., 2010). Customers form emotional attachments to tourismrelated entities such as travel agents and tour expeditors (Yen, Chen, Cheng, &Teng, 2018). Customers may build ties with social media companies. Brand attachment through social media, on the other hand, has gotten less recognition (Wang, Yeh, Yen, & Sandoya, 2016), notably among tourist social media enterprises. Consequently, brand attachment refers to visitors' psychological connection to social media firms in this study. Bergel et al. (2019) looked at how emotional attitudes affect consumer engagement and loyalty. Many studies observed that affective attitude influences consumer engagement and loyalty. Customer engagement promotes brand loyalty by altering the quality of brand connections with retail service organizations, according to So et al. (2016b). Jahn and Kunz (2014) found that brand affinity mediates the link between consumer involvement (i.e., customer participation) and brand loyalty in a study of Facebook fan pages. Customers who engage in the brand's online community develop strong emotional bonds with it (Brodie et al., 2013; Hollebeek, Glynn, &Brodie, 2014). Self-brand collection (i.e., the dimension of brand attachment) increases with customer engagement (Harrigan et al., 2018;Park et al., 2010). According to the research above, consumers who join online social media groups are more likely to create mental connections with the brand/community. Customer involvement, in other words, boosts brand loyalty. A person who has a strong emotional connection to an item has more good recollections of it than someone who has a vague sense of belongingness (Collins, 1996). High brand attachment leads to joyful consuming experiences, which leads to good brand appraisal and motivation to establish brand bonding (Belaid&Behi, 2011). (Mikulincer, Hirschberger, Nachmias, &Gillath, 2001). Consumers' good opinions of the brand are evoked through happy recollections and engagement. As a result, the increase in a behavioral commitment with brand attachment indicates brand loyalty (Levy & Hino, 2016). Consequently, brand attachment boosts consumer retention (Jahn& Kunz, 2014). As a result, consumer interaction promotes brand loyalty by increasing brand attachment. Furthermore, the prior study has shown that brand name attachment has a moderating effect (Li, Lu, Bogicevic, &Bujisic, 2019;Zhang, Zhou, Su, & Zhou, 2013). As a result, the following is the hypothesized relationship: • The connectivity between consumer involvement and brand loyalty is mediated by brand attachment.

Customer Trust has a moderating effect.
Customer trust is essential for fostering relationships between the client and the service provider. Customers establish committed connections with the brand due to their trust (So et al., 2016b). According to social exchange theory, clients are more likely to interact with service providers they value (Cheng, Chen, Yen, &Teng, 2017). Customer involvement improves the customer's and repair provider's good and reciprocal exchange interactions, strengthening their trust relationships (Sashi, 2012). Customer involvement may boost customer confidence (Brodie et al., 2013). Customers who participate actively are more likely to have a reliable connection with suppliers (Vivek, Beatty, & Morgan, 2012). As a result, consumer involvement improves customer confidence (So et al., 2014). Customers who engage with tourist social networking sites are likely to create a trusting connection with the platform. Scholars have explored the link between customer trustworthiness and brand loyalty. According to Veloutsou (2015), client trust improves brand loyalty. According to Huang (2017), brand loyalty is more likely to develop among people who trust a brand. Customer loyalty is linked to customer trust (Palacios-Florencio, Del Junco, Castellanos-Verdugo, & Rosa-Daz, 2018). As a result of the primary data, consumer trust strengthens brand loyalty. As a result, consumer interaction boosts customer trust and, as a result, brand loyalty. Furthermore, Consumer trust has been proven to mediate the relationship between customer and brand results (Huang, 2017;Palacios-Florencio et al., 2018).
As a consequence, the following hypothetical connection is recommended: • Consumer trust mediates the relationship between customer interaction and brand loyalty.

Research Model
In this paper, The study created an integrated complicated conceptual model after combining the variables of different research papers to holistically investigate the link between those variables, as shown in Figure 1. It analyses the impact of all independent variables (materialism, utilitarian value, hedonic value, brand authenticity, motivation, customer engagement, self-congruity) on the mediator (brand attachment) and their dependent variables (consumer outcomes, impulsive buying behavior, compulsive-buying behavior, brand loyalty, social networking behaviors and consumer behaviors. Furthermore, it also analyzes the customer engagement contact on another mediator (customer trust) and their dependent variable (brand loyalty). In figure 1, customer involvement has a direct influence on brand loyalty. This model also shows the direct relationship of (materialism, utilitarian value, hedonic value and self-congruity) on the impulsive buying behavior and obsessive-compulsive buying behavior.

Data Collection and Instrumentation
The measurement scales were adapted from previous literature with modifications for the Branded Mobile Apps context. All of the measures in the initial research used a five-point Likert scale, with one indicating "strongly disagree" and five indicating "strongly agree." Items for motivation were made with the help of the internet. Bhattacherjee (2001)  constructs of consumer outcomes mentioned in the conceptual model of previous research. In the current study, there were items for constructs of outcomes. That is why The study have considered and taken items from those constructs for the variable, i.e., outcomes. In previous research, Harrigan et al. (2017) proposed eleven items to measure customer engagement in previous research. Four questions for customer trust were measured, developed by Sun and Lin (2010). To assess brand loyalty, four criteria were employed (Zeithaml, Berry, & Parasuraman, 1996). As a result, these things were obtained for the research. Every question was graded on a 5 point Likert scale from 1 to 5, ranging from highly disagree to agree highly. As mentioned earlier, the questionnaire has previously been assessed using a five-point scale (Cheng et al., 2017;Samala, Singh, Nukhu, & Khetarpal, 2019;Touni et al., 2020). All of the items for the measuring scales were derived from earlier research that used a seven-point Likert scale. According to Park et al. (2010), the total brand attachment was functioning using two sub-dimensions (2010), each of which was assessed by three questions and was adopted from research by Dwivedi . Items for brand attachment were taken from those two subdimensions for this research. Then, eight items from Richins' Material Values Scale were used to measure three sub-dimensions of materialism: success, centrality, and happiness (MVS). Items from sub-dimensions of materialism and materialism are used in our research. Six questions derived from  research were used to assess utilitarian and hedonic values. The study used products with utilitarian and hedonic value to conduct our investigation. Finally, the obsessive-compulsive and impulsive purchasing items were assessed using three and two items modified from Ridgway et al. (2008), respectively, and The study borrowed these things for impulsive and obsessive-compulsive buying.  and Sirgy et al. (2012) provided items for the Actual ideal self-congruity measures (1997). For the assessment of Social self-congruity, items were derived from Sirgy et al. (1997) Carroll and Ahuvia (2006). Our study defined self-congruity as the actual, ideal, and social self. Consumers' social networking behaviors, such as like and sharing intents, were examined using items from Yi et al. (2006) and Lee and Ma (2012). Commenting intentions were adapted from Yi et al. (2006) and Lee and Ma (2012). For our study, self-congruity and SNS behaviors were borrowed from existing research. In previous research, consumer behavior was measured using a seven-point Likert scale for brand authenticity items. There were items for constructs like (reliability, naturalness, originality and continuity) of variable(brand authenticity). Those items are borrowed for the variable (brand authenticity) for our study because reliability, naturalness, originality and continuity were mentioned as constructs of brand authenticity in a conceptual model. The study have also borrowed constructs (brand vocal, brand loyal, purchase intention) and used those items for their primary variable, i.e., consumer behavior. In our research, The study used a 5-point Likert scale, i.e., highly disagree to agree, where one is considered highly disagree, and five as highly agree to measure all items. See Appendix for the items.
The study used a convenience sampling approach and digitally disseminated survey forms in Karachi, Pakistan, to collect quantitative data for analysis. The study applied a quantitative evaluation for the study because The study used statistical approaches after gathering quantifiable data since the outcomes of these techniques may be readily extrapolated. Each item from the sample size has an equal chance of being included in the samples in random sampling. Units from the population are selected for convenience sampling based on their ease of availability and accessibility. As a result, The study utilized a convenience sampling strategy in this research since The study gathered data from participants who were easily accessible at the time. The study took information from those to whom The study were able to approach quickly. Although it is not a very robust form of sampling, due to some limitations and covid'19, everybody was not readily available, so The study have to approach people The study can easily access. A total of 115 respondents participated, and The study chose all of those because of completely done by everyone. The study's ultimate sample size was 115 people. According to Raza and Hanif (2013), Comrey and Lee (2013), Raza, Jawaid, and Hassan (2015), and Sharif and Raza (2017), a sample size of 50 is regarded wrong, 300 is considered acceptable, 500 is considered very good, and a sample size of 1000 is considered the best sample size for factor analysis. So, for 95% accuracy, The study need 384 sample sizes, and for 90% accuracy, The study need 96 sample sizes, but due to Covid'19 and lockdown issues, The study had to restrict our sample size to 115. So, according to the central tendency method, the sample size shows that the accuracy or significance would be 90% due to some limitations, which is acceptable for this research.

Demographics
Following the collection of surveys, the demographic scrutiny revealed the following information, shown in Table 1 examined, it was discovered that 53.90 percent of them were graduates, 13% had done masters, 0.90% was of Ph.D., and the remaining 32.20% belonged to other fields of study. Finally, the marital status shows that 76.50% of respondents were single while 23.50% were married.

Ethical Considerations
First and foremost, it was ensured that academicians had established confidence and credibility with applicants prior to the data collection technique. Second, the study considers the unique requirements of vulnerable residents; as a result, The study kept their identities hidden. Furthermore, the study preserves persons' identities, roles, and situations in studies and initiatives. Finally, the study mentioned the sources as well as earlier literature investigations.

Data Analysis and Results
The collected survey forms were analyzed by incorporating structural equation modeling (SEM). SEM is a statistical method that employs facts and analytical data to assist test the validity of a hypothesis, as stated by Ringle, Wende, and Will (2005). The hypothetical model is evaluated in this research utilizing a variance-based technique that leverages the partial least squares method (PLS). PLS-SEM is employed in our research for the following reasons: first, it is regarded as the most accurate or best approach for measuring multidimensional or intricate frameworks. As a result, The study used this research to examine the measurement and structural model (Hair, Ringle, & Sarstedt, 2011;Henseler, Ringle, & Sarstedt, 2015). Second, it may be utilized to assess the framework accurately. Wold (1975Wold ( , 1980 and Joreskog and Wold (1982) established the partial least square (PLS) approach, which specifies the connection between latent variables. A latent variable (LV) is an unseen or hidden construct accountable for tying other assessed constructs together (Aibinu & Al-Lawati, 2010). Smart PLS can operate with unknown factors and infer measurement inaccuracy by enhancing hidden constructs (Chin, 1998).

Measurement Model
In this study, construct reliability and validity, individual item reliability, convergent validity, and discriminate validity have been measured for assessing the capability of the model. Abbreviations: BAI, brand attachment; BAY, brand authenticity; BL, brand loyalty; CB, consumer behavior; CE, customer engagement; CT, customer trust; HV, hedonic value; IB, impulsive buying behavior; MX, materialism; MA, motivation; OCB, obsessive-compulsive buying; O, outcomes; SC, self-congruity; SN, social networking behavior; UV, utilitarian value.
All of the variables in table 2 have a Cronbach's alpha value greater than 0.5, signifying that they match Hair et al., (2011) suggested's threshold. According to him, the Cronbach alpha value must be more than 0.5. According to dependability, the criterion for composite dependability is The individual dependability criteria were developed by Churchill Jr (1979). Each weight must be greater than 0.5, according to the standard. Table 2 shows that all of the particular reliability requirements for all variables have been fulfilled; consequently, the instrument's reliability for examining the study's variables has been proven. The average variance extract was used to examine convergent validity (AVE). According to Fornell and Larcker, each factor should have a minimum value of 0.50. (1981). The Average extracted values in Table  2 are all more than 0.50, suggesting that the research instrument is convergently valid.
The discriminative validity has been assessed using cross-loading analysis and AVE, as shown in table 3. The values of the square root of AVE in diagonal form match Fornell and Larcker's criterion (1981). The AVE values should be higher than the correlations of the factors, as they propose.
Because the discrepancy in cross-loadings is more significant than the 0.1 indicated by Gefen and Straub (2005), specific items of each element are weighted higher in their relevant concept than other constructs in Table 4, indicating discriminant validity.
Finally, table 5 displays the Heterotrait-Monotrait correlation ratio (HTMT). The validity of the HTMT has been confirmed if the values are less than 0.85, as suggested by Henseler et al. (2015). As a result, the measurement model has validated the convergent validity and discriminant validity, and it can now be utilized to identify the structural model.

Structural Model
The structural model was examined to get the results by checking the standardized routes. Each route corresponds to the theory being examined or verified in this study. The conclusions and results of the route analysis are as follows:

FIGURE 2
Results of path analysis  Table 6 depicts the path analysis results. The direct effect has 25 hypotheses. Twelve hypotheses are the mediation analysis illustrated in Table 7 out of 37 hypotheses. The outcome of the analysis shows that 15hypotheses show a significant relationship. However, 22 are unsupported.

Mediation Analysis
Finally, the partial mediation hypotheses from H26 to H37 were investigated as the mediation role of independent variables was shown to influence the association.
The minor link between these mediating interactions is shown by H26 (CE>BAI>BL). (P=0.912). However, the direct path hypothesis (CE>BL) reveals that there is a strong link between customer participation and retention (B=0.361, P=0.009), indicating that the absolute relation in the context of Pakistan is compelling. As a result, the greater a brand's degree of consumer involvement, the higher its level of brand loyalty. As a result, it is shown that the organization must concentrate on its brands in order for customers to interact with them. H27 (CE>CT>BL) depicts a substantial association of consumer engagement and customer retention (P=0.015) that is mediated by consumer trust. Consumer trust is crucial in establishing and sustaining a relationship amid a customer and a product/service provider. Customers' trust in the brand allows them to sustain longterm relationships with it (So et al., 2016b). Customers that have a high degree of confidence in the firm are more likely to create strong ties. According to social exchange theory, customers are more inclined to engage with producers they trust (Cheng, Chen, Yen, & Teng, 2017). By building positive and reciprocal trade ties, customer engagement improves trust between consumers and product/service suppliers (Sashi, 2012). Customer involvement may increase customer trust (Brodie et al., 2013). Customers who are highly engaged are more likely to maintain a trusting relationship with the vendors (Vivek, Beatty, & Morgan, 2012). If The study look at the direct impact (CE>BL), The study can see that there is a substantial connection amid consumer engagement and customer retention (B=0.361, P=0.009). In Pakistan, both direct and indirect effects are adequate. Loyal customers have a strong link with the brand and are more inclined to make repeat purchases than customers who have a low level of loyalty (Kandampully, Zhang, &Bilgihan, 2015;Eri & Pranievi, 2018). H28 (HV>BAI>IB) (p=0.986) reveals that the association between Hedonic value and impulsive purchase behavior is minor and that brand attachment mediates the relationship. However, in a direct link, it is minor, indicating that both are useless in the Pakistani setting (HV>IB). The negligible mediation connection among the variables is shown by H29 (MX>BAI>IB) (P=0.95). When the indirect impact is compared to the direct effect (MX>IB), the direct effect is more effective since it is substantial. H30 (SC>BAI>IB) shows a weak link between self-congruity and impulsive purchasing behavior, which is demonstrated by brand attachment. (P=0.957). If The study look at the direct impact (SC>IB), it is similarly tiny, indicating that both absolute and insignificant effects are ineffective in the context of Pakistan. H31 (UV>BAI>IB) depicts an insignificant connection of utilitarian value and impulsive purchase (P=0.954), which is mediated by brand attachment. The direct impact (UV>IB) is likewise tiny, indicating that both are useless. H32 (HV>BAI>OCB) likewise shows no association amid hedonic value and obsessive-compulsive shopping. (P=0.81). Compared to the direct effect (HV>OCB), it reveals a negligible connection, indicating that both the direct and indirect effects are ineffective. H33 (MX>BAI>OCB) also shows an insignificant connection between materialism and obsessive-compulsive purchasing behavior (P=0.103), which is mediated by brand attachment. However, there is a vital link in direct impact, i.e. (MX>OCB). As a result, the immediate impact is successful. H34 (SC>BAI>OCB), which similarly has an insignificant relationship between self-congruity and obsessivecompulsive purchasing (P=0.320) mediated by brand attachment. The negligible link is also seen in the direct impact (SC>OCB). As a result, neither is adequate. The insubstantial association for both Brand attachment mediates utilitarian value, and obsessive-compulsive purchase behavior (P=0.167) is shown in H35 (UV>BAI>OCB). However, (UV>OCB) has a significant and influential relationship. H36 (MA>BAI>O) also shows that brand attachment (P=0.762) mediates the insubstantial association between motivation and outcomes. (MA>O) has no direct effect on the body. The negligible link of self-congruity and social networking behaviors caused by brand attachment (P=0.284) is shown by H37 (SC>BAI>SN). If The study look at the direct connection (SC>SN), The study can see no meaningful relationship.

Conclusion
Reviewed the literature of previous research, found different factors that have a relationship with dependent factors mediated by customer trust and brand attachment. Previous studies have focused on different variables having different constructs. In this research, The study combined all of those independent and dependent variables, and The study did not consider the constructs but only main variables and worked as a holistic view by justifying with different theories. Consumers are the people who play an essential role in the organization. If companies focus correctly and provide better products and quality than others, they will become loyal to the brands. The data have been collected from 115 people who were available in this covid'19 situation. The data was collected through a questionnaire, and the PLS-SEM technique was employed for the data assessment, which is the best approach for the more complex model. There are 37 hypotheses from which 25 hypotheses have a direct effect, and 12 hypotheses have an indirect effect. Fifteen hypotheses are accepted from the overall hypotheses, while 22 are rejected. According to our results, materialism has a significant association with impulsive purchase behavior. Furthermore, consumerism has a strong influence on obsessive-compulsive shopping. There is also a link between utilitarian worth and obsessive-compulsive purchasing. Materialism has a significant association with brand attachment, according to the findings. There is a significant association between brand authenticity and brand attachment. The substantial connection was also reflected by brand attachment and obsessive-compulsive purchasing. The absolute effect result also reveals a significant relationship between brand attachment and consumer behavior. Further (BA→O) has a significant relationship. Customer engagement and brand loyalty also show a meaningful relationship in our results. Customer engagement and customer trust are inextricably linked. Outcomes of the analysis show that customer trust and brand loyalty have substantial connotations. Customer engagement and brand attachment also portray a significant impact on our results. Brand authenticity also has a significant impact on consumer behavior. Lastly, brand attachment has a significant relationship with social networking behaviors (likes, comments and shares). Although all of the above hypotheses had a positive relationship in previous research papers. As The study have combined all these variables and through survey, The study learned that in Karachi, Pakistan, only these hypotheses have a significant impact (table 6). The rest of the hypotheses are unsupported or insignificant in the Pakistani context. In table 7, the mediation analysis results show that only one hypothesis has a significant mediating relationship and the rest of the hypotheses have insignificant mediating relationships. Like, Customer trust is mediated brand loyalty which has a significant relationship with customer engagement. The above mediation analysis suggests that consumers are attracted more towards those brands they love and those that focus highly on quality, whether a product or service provider. Customer trust is built when companies are highly focused on putting their customers first, taking feedback from them, and offering what they exactly want. Customer engagement is the relationship between brands and a customer, and those customers who are highly engaged with brands purchase more, create good word of mouth and show more loyalty. The study is backed by some theories given in the literature review.

Theoretical Contributions
This study made substantial contributions towards the theoretical paradigms by revealing how brands influence customers towards their products and how brands affect the purchase intention of their customers. For this purpose, attachment theory, cognitive consistency theory, self-congruence theory, self-enhancement theory, and social exchange theory have been considered. This study comprehends and extends attachment theory's horizon by incorporating the diverse and dispersed independent factors of consumer attachment and demonstrating the relationship towards brand attachment. These are; materialism, utilitarian value, hedonic value, self-congruity. However, materialism and utilitarian value have a direct impact on brand attachment. Moreover, obsessive-compulsive buying, brand authenticity, consumer behavior, consumer outcome, consumer engagement, self-congruity, and social networking behavior are highly substantial vital elements that contribute to attachment theory because these factors impact the likelihood of consumers purchasing intention. The aforementioned vital elements demonstrated and headed to the attachment theory as the novel contribution because the amalgamated vital variables have been eminence and validated by employing the PLS-SEM model.
The present study also plays a pivotal role in adding value to the cognitive consistency and self-congruence theories. Since in this study, the cognitive consistency theory and self-congruence theory are interwoven and complement each other in defining and predicting consumer behavior based on their values, thoughts, intentions, and beliefs. Subsequently, the study hypothesized the essential and liberated vital factors, such as; materialism, hedonic value, utilitarianism, value, self-congruity, motivation towards brand attachment, impulsive and obsessive-compulsive buying behavior of the consumer. In this way, the study has added value to the theory by establishing a comprehensive model. However, in the proposed model, materialism is the most influential factor in impulsive and obsessive-compulsive buying, leading to brand attachment. Utilitarian value has only effects on obsessive-compulsive buying. Whereas hedonic value, self-congruity, and motivation are the least substantial ISSN (Print): 2790-7848, ISSN (Online): 2790-7856 Volume 2, Issue 1, Page 73-113, June 30, 2022 elements influencing consumer attitudes towards brand attachment. Consumer engagement enhances brand loyalty and consumer trust. Inclusively, the entire intricate proposed framework has been grounded and added value to the aforementioned theories.

Practical Implications
The present study has revealed the rigorous process of consumer attachment towards the brand. Consequently, based on the insightful results, this study indicates the considerable areas to the industry and governing body to concentrate that concealed areas for the improvement of overall industry performance. As stated earlier, the retail industry of Pakistan has been prioritized for this study. The practical suggestions for the respective case industry have been presented. The policymakers of the governing body could take the necessary steps to promote branding at the domestic level. For instance, the government educates and provides financial assistance to small and medium-level enterprises to turn their unbranded products into quality and authentic branded products, which may significantly enhance consumer confidence towards their home country branded products and prefer to purchase domestic products. Then, the demand for the local branded products will increase, leading to the increment in local brands' production and industrialization. The boost in industrialization could trigger employment opportunities and reduce spending on foreign currency to import branded products from foreign countries. Then the government could recover the balance of trade significantly. Meanwhile, the policymakers may reduce the export duties to encourage the exports of local branded products and tap the potential international consumer market of retail products. However, within the industry, the small, medium, or large scale enterprise get equal opportunity to introduce themselves as a brand nationally and internationally, and the consumer would have an abundance of choices in branded products according to their needs and wants.

Managerial Implications
Managerial implication is the practical approach of management to adapt the change for organizational development and overall growth to stand out in the market and sustain its competitive edge. For this reason, the present study has a handful of recommendations for marketing managers. Though the study has proposed the detailed and intricate model of consumer attachment towards the brand, the 17 hypotheses have been accepted in which materialism is highly significant to influence the brand attachment, impulsive and obsessive-compulsive buying. So in this way, the managers could make decisions to increase consumer engagement towards the brand by offering customized products, providing recent information regarding new products to the customers via social media or direct email, and taking surveys frequently, but the surveys should take less time so on. Once the consumer engagement amplifies, there is more likelihood of increasing brand loyalty and consumer trust. This will ultimately enhance the consumer attachment towards brand, impulsive and obsessive-compulsive buying. The increase in brand loyalty and consumer trust would significantly enlarge the market share, an organization's inevitable objective. Therefore, managers should boost consumer engagement towards their brands to create consumer brand attachment.