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Ali Raza Nemati 1∗, Shahzad Ahmed 2, Khurram Khan 3 1Ph.D scholar at FMS, Riphah International University, Islamabad, Pakistan 1Unit Head Islamic Banking, Learning and Core Development Division-HR & Learning Group, Bank Alfalah Limited 2Head, Undergrad; FMS, Riphah International University, Islamabad, Pakistan 3Associate Professor, FMS and Chairman, Riphah Centre of Islamic Business (RCIB), Riphah International University, Islamabad, Pakistan

journal of islamic business and management

Impact of Advertising Effectiveness on Behavioral Brand Loyalty with Mediating Effect of Self-Brand Connection: Evidence from the Islamic Banking Sector in Pakistan